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Agency Decoupling: How to Build Video Production Outside the Agency Model
How do companies create ambitious multimedia marketing strategies to reach their target audiences? Traditionally, a single creative agency has taken on every part of the process, from ideation through production and media placement.
In recent years, however, companies have chafed at the costs and restrictions of this model. To unlock new levels of creative oversight and savings, these businesses have started breaking up production responsibilities. This process is known as agency decoupling.
On a decoupled model, a creative agency or agencies are often still involved, producing ideas and master content for a business’s marketing and advertising efforts. Then the finished content is produced by a studio or combination of studios — some use in-house facilities, others hire trusted third-party partners and still others turn to hybrid models, with a combination of internal and external production.
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