Clemenger Group has officially launched a content production arm with the BBDO agencies across Australia and New Zealand with the aim of produce “good, fast and inexpensive” video content.
The company – Flare – will worked across Melbourne, Sydney, Auckland and Wellington as a result of client demand for an increasingly amount of video content. Flare will be primarily focused on digital channels but will have the ability to provide work for in-house videos, documentary video and training videos.
Clemenger Group executive chairman Robert Morgan said the move will provide content for “tomorrow’s marketing environment”.
“Flare allows us to produce a high volume of content that deliver against our clients' budgets and their 'always-on' requirements,” Morgan said.
“Having this resources in-house allows for greater quality control and management for those smaller budget projects.”
Clemenger BBDO creative chairman James McGrath said that the production arm is not intended to be a substitute for the agency’s TV production capabilities, with it still planning on using outside production for 'hero' or longer term brand platform requirements.
“It's important to understand both what it is and what it's not – it is not where we go for 'cheap' TVCs,” McGrath said.
“By having this resource in-house, we will provide a seamless capability for content production that allows all component parts to work better together across all channels that remain true to our on-going brand platform.”
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