The Commercial Producer’s Council responds to AANA concerns over ‘growing production costs’

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Screen shot 2012-06-08 at 3.48.19 PM.jpgIn response to the AANA (Australian Association of National Advertisers) call to control “growing commercial (including TV) production costs”, Ian Fowler, the head of The Commercial Producer’s Council and executive producer of @radical.media, Sydney, welcomes AANA CEO Scott McClellan’s comments.

Says Fowler (left): “The Commercial Producer’s Council welcomes Scott McClellan’s comments and look forward to the opportunity to discuss the issues facing our business with the AANA. Whilst it seems a lot of Scott’s comments are directed at agencies, we are always looking at ways to deliver better value to advertisers.

“Competition has never been more intense in the production side of the business and the high Australian dollar has brought many international players into the market to try their hand at the high end creative work that Australia produces.

“This high level of competition has forced prices down steadily in real terms over the last ten years. Various cost controllers have pored over and pulled apart budgets but at the end of the day, when a compelling director’s treatment combined with a clever production plan provides an agency and advertiser with an irresistible solution to their brand building plans, the cost of production is nearly always seen as great value for money.

“In terms of the changing transmedia landscape, Scott is right on the money. The challenges are great. So too are the opportunities. As many brand building projects move online much of the media money saved will move into production allowing the often longer stories to be told at the level of quality consumers demand.”