SURVEY


COMMERCIALS 30 INTRODUCTION


Covid made for another complex year, but there was a big bounce back in the volume of work. And there’s now a determined focus on sustainability, diversity and staff wellbeing


Covid hasn’t gone anywhere and there are macro-economic problems looming in the wider economy but, say many commercials production companies, the past year has been pretty good overall. “It was slower than usual for the


first four weeks of 2021, but then vaccines were booked, the weather got warmer, client confidence grew and production ramped up,” says Academy. Agile too says the year has been


“extraordinarily busy – we are still battling against tight budgets and rising production costs but that has been counteracted by the sheer volume of work.” Arts & Sciences characterises


HOW IT WORKS


For a place in the Top 30, a commercials production outfit is ranked by its showing at eight award shows (Cannes Lions, Clios, Kinsale Sharks, D&ADs, British Arrows, Creative Circle Awards, New York Festivals, APA Collection), its standing among its peers, its turnover and the number of votes its directors and its work received in the survey.


the business climate as surprisingly good in 2021. “We found that clients and agencies had a strong will to get work produced and had overcome the obstacles presented by covid. The APA’s help was immensely appreciated in clearing a path for the work to continue.” You Are Here says there was


“finally a return to 2019 levels of board-flow. There was still a draining amount of problem-solving to get through but, overall, it was a pronounced and welcome bounce- back.” “Counter to expectations, it was


a bumper year,” says Knucklehead. “Who knew? Clients had appetites for exciting scripts and seemed to be happy to provide budgets to match. It’s not always been like that


Spring 2022 C01 Commercials 30


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