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17th Jul 2015
'Any Agency That Doesn't Have It Now Looks Vulnerable'
Where internal units once languished on the margins -- inglorious imitations of high-profile, independent production houses -- agencies are now at least several years into an arms race fueled by the rise of digital video.
Any shop today that can't quickly churn out clips for Instagram, live streams for Meerkat and commercials for TV will find itself at risk, according to agency executives. "It's requisite to the sustainability of the agency," said David Rolfe, director-integrated production at BBDO New York.
Read the full article at Ad Age
video production, Advertising