NEWS

Hyphen

LET'S EMBRACE THE HYPHEN

September 30, 2018

I was excited to see this article written by Tim Roper.

There is a lot of negative news popping up in our feeds these days; companies closing, bullying in the creative department, women at only 3% of senior positions in the advertising industry.

It was refreshing to see Tim’s piece looking at something positive and it resonated with me. Those working in marketing/advertising and the creative community have felt the demand for a different content production model for a while. The notion of doing more for less is hardly new.

The disruption has changed our landscape as there are new models popping up to handle production. Agencies and clients are taking more in-house, print houses are starting to do motion and independent reps are cropping up to promote their collectives of creative talent.

High-end commercial production is still happening and there are still wonderful choices for that work but, all the rest is up for grabs. I think a new era of collaboration is upon us. Tim’s article outlines one of the key shifts in team structures that is necessary to be successful in delivering content in this space. The industry is demanding it.

The notion of the “hyphen” role is not a new one but it’s finally getting more traction and this article articulates it well.

Those that embrace the hyphen roles are seeing more work. I am excited to see more young talent with the ability to wear many hats. I am also pleased to see others reinventing themselves to expand their skill sets. It’s exciting and the creative possibilities are huge.

HeydSaffer is very optimistic about what the future holds for advertising production. It’s not about a collapse of the current model as Tim rightly says but rather, it is a collapse of the current roles and processes as we know them. HeydSaffer is working hard at exploring and redefining the production process in order to deliver higher quality content for less.

To make this happen, we have to collaborate more.

We have to take more risk.

We need to roll up our sleeves and help each other.

We need to support up and coming talent.

If you didn’t read Tim’s article, take a look. It’s a good one and it’s the future.

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