What is Decoupled Production?

Film production is complex … is your current process working for you?  Photo: Bram van Woudenberg

Film production is complex … is your current process working for you? Photo: Bram van Woudenberg

When walking, walk. When eating, eat.
— Zen proverb

To understand Decoupled Production, you first need to understand how “full-service” ad agencies work. Let’s start there...

The traditional agency model

A full-service ad agency wants to be your “one-stop-shop” for a campaign. Their traditional role is threefold:

  1. come up with ideas (ideation)

  2. produce them (production)

  3. and place them (media buying)

However, being great at ideation doesn’t necessarily make them the best choice for production or buying. This is where the decoupled approach comes in.

So what is decoupled production?

Decoupled Production is when a company separates production from ideation and media buying.

In other words, they hand the task of production to the partner that is most expert at it - a production company.

Why are BRANDS turning to decoupled production?

Increasingly, companies are retaining a single production company to take on all their production work, regardless of whether the ideas were generated by an agency or by an internal creative team. Centralizing production work under one banner brings many benefits:

Creative freedom & Hollywood Quality

Once your production is decoupled, you now have the freedom to generate ideas from wherever you choose, whether it be boutique agencies, your internal teams, or even your audience.

Consumers’ quality expectations are increasing dramatically as more video is watched on more platforms than ever before. Decoupled Production companies are uniquely positioned to deliver the level of production and storytelling to which consumers are accustomed.

Deep expertise & focus

A specialist Decoupled Production company will bring a breath and depth of production expertise and know-how that an agency can rarely match. Just as importantly, a Decoupled Production company is laser focused on amazing production, rather than splitting its focus between other disciplines.

Cost control & transparency

A traditional agency may hide and obfuscate real costs behind a rolled up quote. Hiring a production company directly affords a company much more transparency into costs. Consolidating all production work under a single production company allows cost sharing across projects, and volume-based cost efficiencies.

Global scale

In many cases, a decoupled production company will have access to a global network of resources that can be scaled up as the client’s demands and deadlines intensify.

Speed

Never has there been a need for more content than in this day and age, The agencies business model is selling hours, meaning they will generally take longer to adjust or change during the production process. Dealing directly with a production company, who’s business model is to get it done as quick as possible, will almost always ensure quicker results.

Brand Integrity, Efficiency & Consistency

Using technologies like media asset management systems, a Decoupled Production company ensures a single “source of truth” repository for assets, maximizing reuse and avoiding duplicate work. This also ensures brand integrity and consistency across content projects.

How can I learn more?

Miketeevee has specialized in Decoupled Production for over eight years on a global scale with multinational corporations both in Europe and the US.

No other Decoupled Production studio has the depth of experience in this arena. Client satisfaction and long term relationships are the hallmark of what we do.

We would be happy to talk to you about how you can use Decoupled Production to save money, produce better quality content, all while maintaining the integrity of your brand. Get in touch….