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A collaborative approach to���decoupling television production

TrinityP3

© Copyright 2013

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Process PRODUCTION AUDIT

Undertake an audit of production requirements and costs to determine the areas and size of potential benefits.

RFI In consultation with the agency, prepare and review a list of potential production

partners. Prepare the RFI based on the requirements identified in the audit.

IMPLEMENTATION & MANAGEMENT On appointment, manage implementation meetings with all stakeholders and agree

roles, responsibilities and process management.

EVALUATION & ASSESSMENT Evaluate the RFI responses and meet with the shortlisted suppliers.

Commence negotiations with the preferred suppliers.

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Production Audit

Inputs •  Production details from the

previous year including: •  Agency estimates •  Production Co. Estimates •  Creative outputs – Masters •  Spend details & Budgets

•  Marketing Plan / strategy for the next 12 months to 3 years

•  List of preferred agency suppliers: •  Directors / Prod Co. •  Post Companies •  CGI, Animators, VFX •  Casting •  Audio & Music

Outputs •  Assessment of requirements –

past and future •  Identify the areas of opportunity •  Develop a financial model to

demonstrate the efficiencies •  Propose decoupling models

based on: •  Production Requirements •  Marketing Strategy •  Agency Roster Structure •  Spend profile

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Request For Information - RFI

•  Based on the decoupling model, an RFI is prepared for each area identified for review.

•  This can include: Film directors / Production companies / Casting / post production CGI / Visual Effects / Animation / Editing / Audio / Music Composition / Dubs & Distribution

•  The companies invited in each category is decided in consultation with the agencies. •  The number of suppliers required in each category is determined in order of

importance by: •  the creative and production requirements •  a sustainable financial model •  to deliver the maximum identified benefit

•  Beyond legal and financial requirements, the core of the RFI is developed and customised to assess the:

•  depth of capabilities, •  scope of services, •  key personnel and •  current and preferred pricing.

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Evaluation & Assessment

Capabilities

•  Each supplier must first and foremost meet the minimum compliance expectation of the RFI.

•  Then you need to evaluate the breadth and depth of the services provided, particularly the volume of work proposed.

Chemistry

•  Chemistry is often overlooked in the process and yet it is essential as the production process is a continuation of the creative process.

•  Face to face meetings are organised with shortlisted suppliers. These can include the agency creative and production leads.

Financials

•  It is important for suppliers to provide their usual rate card fees and then make an initial ‘preferred supplier’ offer.

•  These become the base point for entering the negotiation process where specific volumes and pricings can be discussed and finalised.

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Implementation & Management

MARKETING & AGENCY TEAMS On appointment of the preferred production partners, the first task is for marketing and agency account and production teams to meet and agree process, roles and responsibilities.

AGENCY AND PRODUCTION TEAMS The next meetings are with the agencies and the preferred production partners to also agree and understand the process, roles and responsibilities.

REGULAR PRODUCTION REVIEWS It is good practice initially to have formal reviews following each production with the stakeholders involved in that production. It is also important to have annual reviews.

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Possible Decoupling Models This effectively takes the agency out of the production process as the contracted relationship and the management of the process resides with the advertiser. Client Owned & Client Managed

Used when there are multiple agencies, the contract is with the advertiser, but the relationship is managed by the agencies under this agreement. Client Owned & Agency Managed

Agency Owned & Agency Managed For those advertisers with a resources shortage or who prefer the agency to continue to own and manage the production relationship.

Client Owned & 3rd Party Managed This is where the advertisers is using a production management company or trans-creation company to manage their production process.

The final model can be any one

of these or a composite / variation

of a base model

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Top 10 Critical Success Factors

1.  Requires senior marketing stakeholder support throughout.

2.  Is based on a defined and sustainable financial model.

3.  Has a clearly defined objectives, strategy and metrics.

4.  Includes input from the agencies on supplier selection.

5.  Marketing strategy requirements are clearly understood and accommodated.

6.  Evaluation criteria is clearly weighted to suit marketing requirements.

7.  Is communicated with all stakeholders at each step of the process.

8.  Final supplier selection is based on the delivering all of the objectives.

9.  On appointment, all stakeholders understand their roles and responsibilities.

10.  Regular reviews are undertaken, be this on each production and annually.

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For more information please contact…

TrinityP3 Pty Ltd Sydney

+612 8399 0922 Melbourne

+613 9682 6800 Hong Kong

+852 3589 3095 Singapore

+65 6884 9149

people@trinityp3.com www.trinityp3.com

TrinityP3’s liability is limited as per our standard terms and condition as approved by the client prior to the project commencing

@trinityp3 www.trinityp3.com/blog/ TrinityP3 Darren Woolley