The TKM-WFA Global Content Production Report, 2021

    The “Global Content Production 2021” report by TKM Consultants and the World Federation of Advertisers (WFA) highlights key trends and challenges in content production. Based on responses from 45 WFA members, it reveals significant dissatisfaction with current production models and the impact of COVID-19 on operations. Companies are seeking greater speed, agility, and efficiency amid decreasing production spends.

    • Hybrid Models:Shift towards combining outsourced agencies, in-house teams, and offshore hubs.
      Independent agencies and production specialists are increasingly used for digital, social, and online video production.
      Growing maturity and utilization of in-house teams and offshore hubs.
    • Sustainability and Diversity:Emphasis on adopting eco-friendly practices.
      Encouraging diversity within production processes.
      Integration of sustainable practices and fostering diverse talent.
    • Automation:Key driver for efficiency, especially in high-volume adaptation tasks.
      Expected growth in creative automation for faster and more consistent content production.
    • Strategic Collaboration:Need for a strategic, collaborative approach to content production.
      Leveraging diverse and sustainable practices to meet evolving market demands.

    Overall, the report underscores the importance of evolving production models to adapt to current challenges and future demands.