Southern Cross Austereo (SCA) is pushing for more content briefs, unveiling a custom built creative studio designed for talent to work directly with agencies and clients.
The Studio was launched in Melbourne on Friday and is a multi-purpose space with the ability to produce content for radio, television and online. Plans are underway for similar studios to be built in Sydney, Adelaide, Brisbane and Perth.
SCA head of studio Wade Kingsley says The Studio aims to provide a solution for the biggest challenge brands have; cut through in a fragmented media landscape.
“When we think about where entertainment has emanated from for generations it's been from a studio,” Kingsley says.
“What we wanted to do was replicate what we do in a content environment and do that for brands.
“In 2016 there are lots to ways to communicate but engaging communities of fans is the core challenge brands have to battle through and we think we're better placed to deliver that with this new studio concept.”
SCA chief sales officer Brian Gallagher says that The Studio is part of the network's larger strategy of driving growth through insight and ideation.
As part of the strategy, SCA spent five months de-constructing its sales department and building one team operating in three verticals in order to leverage growth through insight, ideation and delivery.
“Studio is what you would call our absolute front of house,” Gallagher says. “The thing I found when I started in the business was that we were more creative, more often. We have the best talent in the marketplace but we're not as famous as we should be for that.”
It also means the network will also aim to be part of client briefs further up the process, during the planning stage rather than dealing with “reactive briefs”.
Presenter of SCA's Triple M, Merrick Watts says that The Studio will give assurances to brands that talent are responsible for all of the content that comes from it.
“This is the fist time I've seen a gap closing in the disconnect between the talent's ideas, and the client at the other end,” Watts says.
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