The latest research from the WFA (World Federation of Advertisers) network, led by Laura Forcetti (Global Marketing Sourcing Director) and in partnership with Anil Noorani, Managing Partner at TKM Consultants, is now available to WFA members. Based on research from multiple sectors and senior marketing/procurement experts, we deep dive into the production models that clients are considering or have actively deployed to effectively manage their content production investments. We also publish the latest insight relating to production sustainability and diversity initiatives.
Here are some of the headlines:
“Content Production, as a percentage of total marketing spend is 17%”
“57% of participants state that In-housing and Offshoring are better together”
“67% of transcreation, adaptation and post-production are managed by production specialists, as oppose to network or in-house teams”
“59% of participants expect to use more offshore hubs in 2022/23”
“39% of creative execution and production is now managed locally”
“27% of participants have India as the preferred offshore production location, with Poland and Mexico in second and third”
“26% of participants use automation for video and digital banner localisation”
“Rewarding sustainable production practices and clear guidelines on sustainable production are still immature practices”
“DE&I practices are improving behind the camera as well as in-front of the camera”
Contents includes:
- Today’s challenges and priorities
- Trends in production spend
- Primary models in use; balancing outsourced, in-house and offshore models
- Impact of global v regional v local dynamics
- Enabling success through change management
- Greater efficiencies through automation
- Sustainability in production
- Top Recommendations
If you’re a WFA member, you can download your report here
Author: Anil Noorani