Industry Forum: As it becomes easier to produce content, is the marketing and advertising industry less reliant on production houses?

Yasser Obeid
Managing director, Aka Media
Maybe
It’s not a yes or a no. Yes, hiring a videographer to shoot content is an option, but we are talking about purely social quick turnaround content. If you were to shoot a campaign involving a top TVC director, multiple locations and dozens of crew members, that’s a bit more difficult to pull off, and it will require a production company with the know-how of how to put this together. 
That said, marketing holding companies are building their in-house production companies capable of producing TVCs, and production companies in turn are putting together in-house creative departments to continue to be relevant. More often than not, t