Apart from above-the-line work, we’re all just briefing Creators/Influencers as the core part of campaigns right? At most we put a clever mechanism around them.

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I mean until agencies can make social-first video content as quickly and cheaply as creators can it’ll keep happening this way.

There’s more and more of a need for creatives who can actually make stuff.

We still need ideas but we need to be able to turn those ideas into something tangible without relying on third party production houses and expensive shoots.

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ACD2 feel the same way. I don’t want to be an on-camera influencer.

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Not all. We’re making content daily for our brands. We concept, write, and film (through a production team) campaign videos. Depending on the budget or objective, the video may or may not have a recognizable actor or creator. But I tell my creative team the concept shouldn’t depend on talent. Occasionally we’ll have to brief an influencer and hope they make something that clients want, but we try to avoid that as much as possible.

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Out of curiosity how would you define what type of agency you work at? Creative? Digital? Something else? Also are you indie or holding co? Love that you’re still making shit.

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