INTRODUCTION COMMERCIALS 30
SURVEY
B&Q Later Means Never by Blinkink
Tesco Nothing’s Stopping by Academy
to work from home as and when necessary has led to a better work life balance for many.” “Most of us have long known we
can do a lot of our work with a phone and decent Wi-Fi. The pandemic has just made that socially acceptable,” says Object and Animal. “Production is never a 9-5 job, so anything that can improve the work-life balance of the industry should be upheld.” Bold too says, “a mix of working
from home and ‘in person’ at the office is something that will be a long- term change and that’s been borne out across the wider economy.” “We have all seen the
positives and negatives from working from home and having a balance will make us a better place to work – both as a business but also for individuals’ personal wellbeing’” says Bullion. Passion points to other
benefits: “We’ve been able to meet new and exciting talent and work with them remotely from anywhere in the world.” And working from home has
become much more sophisticated since the early days of Covid. “WFH has become standardised, so home workspaces are now less temporary with sophisticated tech installed,” says Bang.
FACE TO FACE But WFH has to be managed well. Because despite the benefits of flexible working, “conversely, it has become abundantly clear that
71%
Of production companies said they made more
commercials this year, 9% said they made fewer and 20% said the same
Spring 2022 C04
49%
Of respondents said that budgets had risen this year. 33% said they’d
stayed the same and 18% said they’d fallen
being together has massive benefits to learning and staff development, mental wellbeing and the practical elements of a business. We are tactile creatures and we need contact with our peers!” says Academy. “I’m not sure it will ever go back
FAR OUTWEIGH THE DESIRE TO MAKE GREAT WORK”
AGENCY FEARS OF A TWITTER STORM
“CLIENT AND
to where it was. That’s not necessarily a bad thing, though that’s easier to say in your 50s when you’ve maybe learned how to do your job,” says Knucklehead. “I’m not sure the assistants in their 20s are going to be benefited by an on-going culture of working at home.” Hunky Dory also says that
“not being able to meet and work face to face with agencies throughout the pre-production, shoot and post production process has been surreal and
difficult at times.” Kode says that “our
production diaries are full each
week with zoom calls, there is absolutely no doubt that by having so many our productions run so much smoother” but “communication in sales has been hard. Not being able to get into agencies for presentations or down the pub for a good catch up has taken its toll on our sales team.”
GOING REMOTE Remote attendance is another revolution accelerated by Covid. And another that looks set to stay in some form. “There are some clients that will not allow agency or production to travel to overseas shoots and that means that remote
Commercials 30
shooting in some form is far more common now. This will be a permanent change,” says 2AM. Somesuch says there is now
an “increased awareness of travel, of the potential of remote working and remote attendance, and new technologies to facilitate this. Given our responsibility as an industry to work more sustainably, it feels right that consideration and scrutiny around travel and attendance should remain.” Aardman adds that “virtual crew
and remote working has broadened the talent pool and meant that regional businesses are able to better attract talent and crew.” Presence says that some level
of remote working will “continue indefinitely. We have been learning to trust each other using technology and without being on location in person. This could be good for the planet and sustainable production methods going forwards.” That being said, Pulse reckons
“One of the great strengths of the UK industry is the depth of the relationships between production companies, producers and agencies. We are used to in-person creative collaboration and fast communication throughout the production process.” So, there are limits. “There has been quite an uptake in people across the industry getting back to in person collaboration, physical creative meetings, being on set and in the edit together.” And that’s important because “it will also increase the opportunities for young people in the
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