What is Production Decoupling?
Production decoupling or centralised production occurs when a client communicates directly with a production house instead of allowing their agency to produce in-house or use their own supplier.
Go to the articleProduction decoupling or centralised production occurs when a client communicates directly with a production house instead of allowing their agency to produce in-house or use their own supplier.
Go to the articleThe past few years has seen a dramatic rise in the use of mobile devices versus desktop for viewing digital content. As the majority of users hold their phones vertically, there has been a surge in the vertical advertising format.
Go to the articleThe past few years has seen a dramatic rise in the use of mobile devices versus desktop for viewing digital content. As the majority of users hold their phones vertically, there has been a surge in the vertical advertising format.
Go to the articleThe rise of the Internet and smart phones has brought a plethora of information straight to our fingertips. These days, people are glued to their phones.
Go to the articleIn recent years, video content production has exploded, with video accounting for a large proportion of many brand’s creative production strategies. At the same time, studies show that the human attention span is down to a mere 8 seconds.
Go to the articleIt’s without doubt that businesses are some of the hardest hit by the COVID 19 crisis. What comes next for many is going to be a reinvention of their marketing strategy to include humanity, purpose, digitization, and longevity.
Go to the articleRetailers and brands today are facing an unprecedented challenge during the COVID 19 crisis. With companies and consumers trying to adapt to new social and economic norms, a stark disruption in business as usual has caused many brands to rethink their marketing and content strategies.
Go to the articleEmployees throughout your company and even in your external network are responsible for maintaining the brand’s core values. This means being familiar with and following religiously the brand guidelines.
Go to the articleOut of home advertising (OOH) is a well-established method for its scope, scale, and affordability. Now that it’s going digital, advertisers will be able to develop dynamic, interactive, and even real time display ads.
Go to the articleThe variety of advertising touchpoints available today is broader than it has ever been. The average consumer uses four devices everyday to consume content. The content on these devices vary in format, file size allowance, display ratio, colour and many more.
Go to the articleMachine translation is a tool that can be incredibly efficient but can also leave your copy empty and readers confused if it’s not used correctly. So when should you use machine translation over the opposite, manual translation?
Go to the articleeLearning is growing rapidly, and as people interact with each other from different countries, it is increasingly more vital that language be precise and relevant for target audiences.
Go to the articleThe sheer amount of video available to users makes it all that more difficult to be seen. It is extremely important for brands to create and distribute video that their audience can truly connect with. A big part of that is creating high-quality videos with translations that audiences can fully resonate with.
Go to the articleCommunicating your message effectively to target audiences in their language is crucial when it comes to video and ads. Using voice over talent local to the target region can help to evoke the desired reaction brands want from their viewers.
Go to the articleTechnical translation involves translating copy that is written by industry professionals and includes specialised terminology. Professional technical translation agencies employ translators with specialisations who are fluent in the source and target language and are also experts in the industry that the copy pertains to.
Go to the articleOne of the most important responsibilities of product management is to protect a brand’s image. Therefore, hiring translation and transcreation suppliers takes a thorough investigation.
Go to the articleTranslation is the act of translating content, such as words, phrases, sentences, articles, poems and so on, from one language to another. Transcreation, on the other hand, involves both creative writing and translation work to include the culture and nuances of a region, while communicating with audiences in their native languages.
Go to the articleMany large brands, with global communication needs, have employed a production decoupling model. However, even smaller brands, which still face communication requirements, but cannot effectively manage and execute campaigns, also benefit from decoupling approaches.
Go to the articleMany marketers have different opinions on production decoupling – and it may not, in fact, be the right approach for every brand. Many argue that media and creative shouldn’t be decoupled or that decoupling makes sense only when it comes to digital.
Go to the articleOnboarding can greatly impact a company’s processes and efficiency. Therefore, successful onboarding should minimise disruption within the teams, streamline any old and new processes and try to avoid any gaps in current work being provided.
Go to the articleSetting up Key Performance Indicators is vital in creating a successful relationship with clients that is transparent and smooth. Working with senior stakeholders to manage expectations, requirements and such KPIs is necessary when adopting new marketing models.
Go to the articleIn order to start off on the right foot, markets must evaluate the client’s brand’s culture, values and requirements. Once teams, objectives, KPIs and SLAs are ascertained, it is important to put the right processes in place.
Go to the articleThere is not a universal answer for whether or not a marketer should decouple agency and production services. Advantages and disadvantages exist for coupled and decoupled approaches.
Go to the articleDesktop publishing (DTP) involves creating layouts, and formatting documents and graphics using DTP software along with personal skills which allow the creation of print materials.
Go to the articleThe next highest cost, after media, is advertising production, including TV, digital, social media, print and broadcast.
Go to the articleSearch Engine Optimisation, or SEO, helps websites become more visible to an online audience, pushing sites to the top of a search engine’s rankings. For example, if a user searched for a specific term that relates to a brand, good SEO allows the site to become of the said user’s first search results.
Go to the articleThere are billions of monthly users on social media platforms combined. Social media advertising offers one major benefit over traditional out of home or TV, this is targeted advertising.
Go to the articleImplementing production decoupling practices can be a big change for stakeholders. This approach will dismantle many of the working conditions between markets, agencies, suppliers and so on.
Go to the articleThe first step in hiring is understanding your needs. Do you need transcreation or do you need translation. To understand this we will breakdown the differences between the two.
Go to the articleBrand guardianship is key to ensuring the brand remains valuable and their investment is not lost. Years of building a brand can be squandered if the use of the brand elements is not taken seriously.
Go to the articleMultilingual marketing is vital in reaching new audiences, helping to increase sales and bolster growth. An exponential number of users can be reached in communicating to new markets in comparison to only marketing to a brand’s home country.
Go to the articleProduction decoupling makes perfect sense for many companies. In layman’s terms, if one is looking to build a house, they would employ a range of specialists, e.g. builders, architects, engineers, etc. But, they would not task the architect with building the foundations, or have the builder create blueprints.
Go to the articleAs production decoupling models progressed, production houses began offering their services directly to clients, arguing that direct collaboration would guarantee centralised management, consistency throughout the brand and measurable efficiency.
Go to the articleThe concept of transcreation is relatively new in the translation industry, gaining its registered trademark in 2000. The term was first used in the 1960s and 1970s in reference to creative translation services.
Go to the articleProduction decoupling began in Europe in the 1990s and was, originally, only for print services. As marketers began comparing agency production costs, they started to identify low-cost solutions in segmenting certain services.
Go to the articleLocalisation adapts content to resonate with a market’s culture, language and other nuances. The main goal of localisation is to allow the audience to interact with content that is familiar to them.
Go to the articleTranscreation, or to some known as creative translation, cultural adaptation, in-language copywriting, copy adaptation and many more provides adaptation of copy from a source language to another (or several others), taking into account the type of content, requirements, goals and the cultures of the language regions.
Go to the articleProduction decoupling began in Europe in the 1990s and was, originally, only for print services. As marketers began comparing agency production costs, they started to identify low-cost solutions in segmenting certain services.
Go to the articleLocalisation adapts content to resonate with a market’s culture, language and other nuances. The main goal of localisation is to allow the audience to interact with content that is familiar to them.
Go to the articleTranscreation, or to some known as creative translation, cultural adaptation, in-language copywriting, copy adaptation and many more provides adaptation of copy from a source language to another (or several others), taking into account the type of content, requirements, goals and the cultures of the language regions.
Go to the articleFind out how your brand can benefit from letting your creative agency develop only core ideas and moving the creative production to a specialist production house.
Download your free guide