Case Study
Igniting Creativity and Profitability for AMV BBDO
In-House Production
Snapshot
Client
AMV BBDO, a prestigious UK advertising agency
Services
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Complete setup and management of in-house creative production studio
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Recruitment
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Branding
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Operations
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Growth strategies
Results
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Repositioned content arm from classic agency production cost-center model to a profitable full-service in-house creative production studio.
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Generating a brand new high value revenue stream.
Client intro
AMV BBDO, the world reknowned and highly awarded UK advertising agency.
Problem
AMV BBDO's exisiting Content arm, Flare, had secured a global B2B account with HP Computers, but lacked the internal expertise to generate content rapidly and economically.
Their traditional agency model was too reliant on external production companies, proved excessively costly and slow for HP's requirements.
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The agency recognized the need for a more agile and cost-effective solution.
Solution
Flare needed to bring in a leadership team to reimagine and restructure the department.
They implemented a forward-thinking vision centered on delivering high-quality content at competitive prices while upholding creative integrity.
This involved several key strategies:
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Team Building:
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House Band assembled a comprehensive team encompassing dedicated account management, finance, production, and post-production expertise.
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This ensured a streamlined workflow and fostered internal collaboration.
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Elevating Production Value:
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They elevated the quality of product films to reach commercial-level production standards, demonstrating Flare's capability to deliver premium content.
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Strategic Collaboration:
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House Band proactively facilitated collaboration between Flare and other AMV BBDO departments, particularly the social team.
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This broadened Flare's client portfolio and effectively showcased its expanded capabilities.
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Championing Diverse Talent:
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A core focus was nurturing and promoting diverse talent, including women directors and emerging professionals.
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This commitment provided opportunities for individuals often overlooked in the industry.
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External Partnerships:
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Strong relationships were forged with external production companies, positioning Flare as a valuable partner in fostering talent development.
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This collaborative approach helped counter the negative perception often associated with in-house production.
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Internal Consultancy:
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Flare evolved into a trusted source of production expertise within AMV BBDO, advising on project feasibility, budgeting, and navigating the agency's often complex internal processes.
Results
Flare Productions' transformation yielded significant and multifaceted results:
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Financial Success:
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Flare achieved impressive financial performance, generating a brand new high value revenue stream for AMV BBDO
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Enhanced Production Quality:
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With a capacity to produce over 200 films annually, shooting nearly every week, Flare demonstrably elevated the creative output for clients like HP, including producing cinema-quality advertisements.
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Nurturing Talent:
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Flare's dedication to fostering young, diverse talent resulted in numerous individuals progressing to successful careers within the industry.
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Many directors who worked with Flare were later signed by prominent production companies.
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Industry-Wide Recognition:
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Flare garnered recognition for its high-quality work, innovative methodologies, and commitment to talent development.
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This reputation attracted interest from established directors and production companies.
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Shifting Perceptions at AMV BBDO:
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Flare's accomplishments significantly impacted AMV BBDO's perception of in-house production.
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The agency transitioned from skepticism to embracing the model, leading to deeper integration and, eventually, Flare's acquisition by another Omnicom entity.
Conclusion
The Flare Productions case study illustrates the potential for an in-house studio to transform production from a cost burden into a profitable and creatively dynamic asset.
Their success can be attributed to several key factors:
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Commitment to Excellence:
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Flare consistently prioritized delivering high-quality production value, exceeding the expectations associated with traditional in-house models.
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Talent-Centric Approach:
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Their dedication to nurturing and promoting diverse talent not only benefited the individuals but also enhanced Flare's reputation and creative output.
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Strategic Partnerships:
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By cultivating strong relationships with external production companies, Flare positioned itself as a collaborative force within the industry, rather than a competitor.
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Process Improvement:
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Flare took a proactive approach to understanding and improving AMV BBDO's internal processes, ultimately benefiting the entire agency.
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Their journey offers invaluable insights for agencies considering establishing or enhancing their in-house production capabilities, highlighting the importance of strategic vision, commitment to quality, and a collaborative, talent-focused approach.
