More than a year ago, stock images became all the rage as Covid-19 pulled the plug on production (and, uh, everything else). Eventually, advertisers were able to safely return to set with proper protocols in place.
As access to vaccines has become widely available, production is back in full swing. Marketers are shooting for the holiday season and a little thing called the Super Bowl.
“It’s very, very busy,” Tasha Dean, EVP and head of production at The Martin Agency, told Marketing Brew. She’s currently overseeing shoots for Geico, Hanes, DoorDash, and Old Navy.
“As production opened up, a lot of clients are wanting to get going,” Dean said. “There are media plans that have been bought that need to get filled, there is content that needs to get created and delivered...we’re going into our busiest season.”
The dreaded delta: Amid concerns around a new variant, New York City is mandating proof of vaccination at restaurants and other indoor venues. And the CDC changed its guidance on masks in indoor settings last week.
Is this another potential nightmare for production? Not…yet, at least according to Dean.
Covid compliance officers haven’t left sets yet, and everyone is given a rapid PCR test, Dean said. Plus, production studios have a year of experience complying with Association of Independent Commercial Producers (AICP) and SAG-AFTRA protocols.
- Dean tells clients that Covid safety protocols can raise production costs 15%–30%.
Still, The Martin Agency is thinking strategically; for example, Dean said it’s looking at ways to make ads with fewer cast members, or limiting the number of consecutive shooting days (additional testing is required for a third shoot day, and a positive test can shut down a production). Dean always casts backups for talent, but now those backups need backups in case of an emergency.
“With the protocols that have been put in place, there is a way to operate within those protocols and still limit the risks. So I am optimistic…cautiously optimistic.”—RB
Get marketing news you'll actually want to read
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.