Ed Powers from McCann Worldgroup: Advertisers need partners who understand their marketing efforts

Ed Powers, CEO at McCann Worldgroup’s Craft Worldwide, reflected upon the challenges and opportunities that production agencies currently face. Among the main concerns are the rapid expansion of digital content channels or the complexity of offering global services efficiently. But according to Powers, the key lies in something much more basic: “Evolve to meet these complex production demands while maintaining the quality of the creative product and saving costs.” According to Powers, in creative production decoupling is inefficient. “A reconnection of the creative and production function is imperative to achieving quality, cost effectiveness and control over the proliferation of marketing assets” he explained. “To maintain the essence of the brand message efficiently without sacrificing quality, it’s imperative that there is an end-to-end connection during the creation and production process”. Powers stated that advertisers need partners who understand their marketing efforts and their financial goals. “That way they will have more efficient and less time consuming processes, that maintain the integrity of the brand message and a higher ROI” added the CEO.Effectiveness requires seamless and flawless communication between all the areas that comprise marketing efforts.