Bryan Baskett, senior vice president for experiential at events giant Momentum Worldwide, explains how the rise of influencers has complicated this dynamic. He referred to a recent project with an influencer budget that was two to three times that of its production budget. 'We found ourselves cutting other things back, be it catering or props, at the event. The things that many clients often look at and go: 'This is how we're going to elevate the event.' are being sacrificed to pay for influencer spend.'
Emily Jones, business director at social-first shop NewGen, reflected on how, as an account manager in social, she has seen the growth of spend first-hand: 'We started out and we were charging buttons just to get our foot in the door to create the content and take that away from the PR agencies, the above-the-lines (ATLs). We're now being held, conversely, to the standards of an ATL agency (but only with the social budget).'
Phil Conway, vice president of integrated production at performance agency Jellyfish, noted that 'Production is always the element that gets squeezed.' He emphasized the constant pressure production teams face as budgets tighten in many sectors, ultimately reflecting the wider trend of increasing costs coupled with reduced funding for production projects.
Mikhail Pimenov, executive vice president of creative content at Locaria, pointed out the pressure on production teams: 'They call us the last mile. We're right at the finishing line.' This statement highlighted the crucial, yet often vulnerable, role that production plays in the overall strategy and execution of marketing campaigns.
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