Sagar Rege, CEO & Partner, Liwa Content.Driven.In this industry snapshot, Liwa Content.Driven’s Sagar Rege shares how strategising for OTT can extend the shelf-life of creative content, offering producers the opportunity to create ‘meaningful, long-format content’.
How have client expectations changed in the past year, particularly with tighter timelines and budgets?
Client expectations have never been more dynamic. The pace of digital change, the rise of AI, and shifting consumer behaviour mean brands need content at scale and at speed. Naturally, the per-asset cost is dropping while attention spans are shortening.
The only way forward is what we call creative production – looking at every brief through the client’s lens, ask
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