When Grey brought in Tor Myhren as chief creative officer, one of his first moves was bringing all production in house. This allowed him to produce TV and Web spots in house quickly and cheaply rather than outsourcing them. Well, my friends this is the future. Its no longer about spending millions of dollars on 30 second commercials. Not to say, that they don’t have their role somewhere, but personally, I can’t think of a spot right now – not with the explosive growth of online video on the web. Personally, I think its more important to have the ability to create lots of content quickly. I don’t mean poor content, but good content, and lots of it. In this day and age, the Internet gives us access to anything we want, when we want it and fast. This means that if you are a brand, you need to be able to be nimble and fluid.
Technology has given developed to the point where we don’t need to spend hundreds of thousands of dollars to get a good HD camera or editing equipment anymore. And there is certainly enough talent out there ready and willing to get to work. I think the bigger question is whether the corporate brands are willing to take the risks to put the content out there. After all, we’re not talking about a 6-8 month schedule anymore to produce 30 seconds, but how about producing something in a day and getting it up on the web? Maybe this is too ambitious, but this is the kind of two way communication consumers are looking for. As for now, hats off to Grey. Gotta love those talking babies! Hey and now they even have a great viral social networking play. You can even email your own talking baby message. Good stuff!