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“Content Must Have Substance and Depth to Win Attention’’

The Influencers 185 Add to collection

Toby Walsham, partner and executive producer at FAMILIA on what it takes to become a next generation production house

“Content Must Have Substance and Depth to Win Attention’’

The world is moving at an incredible pace. With technology constantly developing, and new content uploaded across multiple platforms every day, it doesn’t take long for trends to appear and disappear at pace. For brands, it can be a minefield to navigate the unstoppable evolution. 

Yet, they must keep on top of it in order to stay relevant in the market. That’s why it’s essential to collaborate with production partners that value a future-focused approach. From trend forecasting to data-driven insights and social listening, all must come together to inform creative work that resonates in today’s world.

It’s no longer enough to create visually beautiful film and photography. Content must have substance and depth to win attention. Content for the sake of content is just filler - just noise in a highly overcrowded market.

As part of this effort, FAMILIA has hired a strategist and trend forecaster, internally dubbed as our “Next Gen Tools’’ to help us constantly ask, “What’s next?” It means that we are informed and prepared for what the next string of innovations are likely to be, so that we can create value-driven, fresh and progressive work that delivers real results. 

And that requires putting the work in and not taking shortcuts. It means getting our team to scour the world for rich nuggets of insight to power better, more effective creative.

The future excites me. We’ve come a long way in the last few years and society is evolving. We must evolve with it. 

Some of the best businesses in the world are those that are making the effort to adapt with the times. Everything from the way their office is laid out to the way they treat their people and the way they look after the environment - there are so many ways that any business can become more future-forward. This could be as simple as putting some profits aside to invest into green charities, or specific hires that help with your company's cultural diversity. Every business should be doing this as standard. It should be like putting on a seatbelt when getting into a car. You just do it.

For far too long, the industry has been persevering with tradition. Traditional roles, traditional thinking, traditional outcomes. If we want fresh ideas and innovation, then we must break free from the restraints of tradition. 

Einstein said it best: “Insanity is doing the same thing over and over again and expecting different results.”

I want to help pave the way for a progressive attitude to production. Traditions are out of date, and certain customs aren’t boosting creativity or morale.

So let’s all make a conscious effort to add value, not filler. Let’s create work that’s backed up by well-researched data so we can truly make positive impact and changes in the world. 

I can’t wait to see what 2022 has in store for the industry at large. But it requires a whole different mindset and approach to creativity. Tradition holds an important place as the building blocks of what made this industry, but at the end of the day, it is an element of the past. If we want to take leaps of innovation and make the work of the future, we must look forwards.

Who’s in?

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FAMILIA, Mon, 21 Feb 2022 10:32:22 GMT