For the past 6 years, Ugly Duckling Projects has been famous for its talent pool of award-winning Photographers and Directors working on world-class campaigns throughout Asia. In more recent times the business has extended its arm across producing real-time social branded content solutions - Ugly Duckling Content.
The Ugly Duckling Partnership team, bring over 20 years working in Asia across numerous regional and International campaigns. Annette Fausboll is Ugly Duckling Projects Founder and Executive Producer, managing the International Photography and Film part of the production business.
Her partner Robbie Bempasciuto is collaboration consultant of nectar9, and will lead Ugly Duckling Content, as Content Collaboration Partner with a focus on the digital and social banded content space.
Robbie says "Three years ago I wanted to get out of the bigger agency model and experiment with re-wiring the agency resource pool. The lines between creative and production had blurred and the traditional agency and production approach tends to be inefficient when it comes to all things digital. My focus was about creating a scalable content team for brands helping to better integrate and manage agency and production ecosystems”
"We streamlined the creative and production model for the digital space. Both online or off, we needed to work smarter, faster and more cost efficient. However we never lose sight of quality. With so much fragmentation and clutter in the industry, when it comes to online, the quality bar tends to drop significantly. We need to work faster but more importantly we need to work smarter. When Pioneer came to us with the regional brief for a 360 product launch for their product we came back with a FB game, which got them 85,000 “likes” at launch. It's about solutions that are both strategically and creatively led, and trying to do more with less”.
Founder Annette Fausboll commented "Agencies and brand owners have been approaching us more and more requesting quality content with real-time solutions or guidance in managing production processes. From Facebook pages to microsites and social PR. Our digital content production arm was timely for the next phase of the business.”
Ugly Duckling Content offers a unique agile working production partner for both clients and agencies. Robbie Bempasciuto shared "The challenge with traditional production is working in real-time. To produce quality content takes time and craft. We've created a space that engages different tiers of talent forming incubator bite-sized content teams, offering a more cost and time efficient project engagment approach.
"Brands are starving for better quality content in the digital space. Ugly Duckling Content puts strategy and platform ideas at the core of all production briefs, and we do this as part of a streamlined non-siloed working approach.
With the inclusion of webisodic content, brand stories and product placement content ideas for social media, we believe opportunities will only continue to increase in this space. Marketers and agencies are embracing this change, recognizing that social content has to be engaging and compelling to be sustainable.
Annette commented, "Our branded content approach also goes beyond digital. For example, the recent History Channel's series "Around the world with Voyager" featured our Singapore based photographer Scott Woodward in broadcast content sponsored by Johnnie Walker. Scott’s role went beyond simply producing photography content, he instead took on the role as host of the series capturing the Johnnie Walker brand story in both imagery and voice. Collaborations like this will only continue to grow.
Ugly Duckling delivers bespoke content production solutions. "We have two tiers forming a key part of our content collaborative team. We work with high-end photographers, videographers and digital content designers for larger branding projects, however we also work with young bloods - whom we call “Hungry Ducklings”, for more social, tactical content production. http://uglyd.com/uglyducklingcontent/