As a longtime commercials producer, I can only pray that this day comes soon: "I say there’s no point chasing each other down to the bottom of the market. It’s monkeys and peanuts again. As users start to see where this road is taking us all then on the contrary I predict a return to quality, expertise and professional talent. As an agent who cares passionately about clients that have put their trust in me to look after for their best interests I advise them to keep calm and carry on working in a professional environment with engineers and producers who add their own professionalism to the end product. It is the way of human nature when faced by dramatic change to at first enjoy it, expand it, exploit it, devalue it, reassess it, innovate it and finally revalue it. But when quality starts to fall across the board, it’s the industry leaders, the real creatives who know that to keep an edge they have to return to real talent (if they ever left in the first place). In the meantime, as this return to quality gathers pace we all have a part to play in safeguarding the value of our industry. Invest in expertise and you will have a clear and audible voice amid the online noise."
Posted on: Thu, 27 Jun 2013 18:45:26 +0000
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