The revolution in content and production that is sweeping through Hollywood studios and streaming services is hitting marketing, and the surging content volumes that brands need to create for multiple channels and screens is up at least 2,000 per cent in the past five years, Richard Glasson, global CEO of WPP's booming production group, Hogarth, estimates. As marketer budgets come under increasing pressure globally, Hogarth is betting big on artificial intelligence, automated content and virtual production, tipping Woolworths, Woolmark, Suncorp and Bayer as winners among their stable of clients. Glasson says virtual production cuts costs – he wouldn’t say by how much – and will rapidly become “the default way of producing work” in both Hollywood and advertising, as CMOs manage content demands across more channels to reach an increasingly fragmented consumer base. How does a marketer begin to think about the metaverse or Web3 with no extra budget, for example? A mix of smart creatives, automation, offshoring and “modular” production is a solution, Hogarth Australia's CEO Justin Ricketts says. A recent campaign creating a blazing inferno and New York apartment in a single day in a Melbourne studio shows how it’s done.

The revolution in content and production that is sweeping through Hollywood studios and streaming services is hitting marketing, and the surging content volumes that brands need to create for multiple channels and screens is up at least 2,000 per cent in the past five years, Richard Glasson, global CEO of WPP's booming production group, Hogarth, estimates. As marketer budgets come under increasing pressure globally, Hogarth is betting big on artificial intelligence, automated content and virtual production, tipping Woolworths, Woolmark, Suncorp and Bayer as winners among their stable of clients. Glasson says virtual production cuts costs – he wouldn’t say by how much – and will rapidly become “the default way of producing work” in both Hollywood and advertising, as CMOs manage content demands across more channels to reach an increasingly fragmented consumer base. How does a marketer begin to think about the metaverse or Web3 with no extra budget, for example? A mix of smart creatives, automation, offshoring and “modular” production is a solution, Hogarth Australia's CEO Justin Ricketts says. A recent campaign creating a blazing inferno and New York apartment in a single day in a Melbourne studio shows how it’s done.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Woolies, Suncorp, Woolmark, Bayer follow Hollywood's default to AI, automated virtual production and 'hybrid' in-housing, offshoring boom as brand content volumes surge 20x in five years

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