The future, as we know, isn’t the 30-second spot, but rather a combination of that along with brand-owned video channels, branded content and entertainment, long-form video, short-form video, collaborations with musicians, writers, film/TV stars and directors, says Dominic Mills. And where do you go to access the cream of that talent? Hollywood, of course.
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It has suffered from a poor image in the past, but in the last ten years media barter has cleaned up its act says Frances Dickens, chief executive and co-founder of Astus Group – and as the pressure mounts to save money, expect it to become more commonplace.
If an agency wants to get famous and secure the opportunity to produce great work in a win-win scenario, then there is a very particular client that many would never touch with a bargepole – but for the right agency it’s a gift horse not to be spurned says Dominic Mills