Marketing must be the only business in the world where the word “production” has a negative connotation.
Most clients closely watch the percentage of their marketing budget that goes to media, attempting to keep the portion used for production as low as possible. It used to make sense. Now it’s an arcane formula that simply doesn’t apply in today’s world.
Brands are creating their own media through the creation of distributed brand experiences. So that means sometimes 100% of the budget will go to production. And that’s a good thing. Turns out it’s much cheaper to reach people — let along touch them in a meaningful way — by building a relevant experience, rather than by buying a random piece of real estate.
So production dollars are now working dollars. After all, why pay for something you can produce yourself?