Post Magazine

December 2013

Issue link: https://digital.copcomm.com/i/237968

Contents of this Issue

Navigation

Page 40 of 51

large and diverse organization, and then we look at each project to figure out what the best application of our resources would be for each. Here in Chicago, we recently partnered with The Mill to open their Chicago studio at our facility in March of this year. That means, between our four sister companies, Whitehouse Post, and the Mill, we have end-to-end solutions for any kind of media production. We've also discovered that with accelerated timelines these days, from the moment of inception to when the project is to be released, across all media channels, that there is a planning advantage for clients who want to use the full range of our services." WEAKNESSES: "The challenge is always about maintaining that high level of creative service in the face of diminishing budgets and schedules. That whole hurry-up culture that has taken over the industry is something we always have to guard against. That's one reason we opened sister companies to find strategies for maintaining that higher level of creative service. There are more jobs and shorter timelines, so that requires us to always button down and be more nimble, while maintaining creativity at the highest level possible." OPPORTUNITIES: "We are studying how we can improve our technology and infrastructure. Where is offline going, for instance? What is the best software platform? Should we consider migrating to Adobe Premiere, or storing all projects in the Cloud for better worldwide access at any time?" THREATS: "One threat, obviously, is that there is a baseline beyond which budgets can't go. Since you want to creatively service clients with the best editors, assistants, and technology, that does cost, so we are looking at ways we can get even more technologically cutting edge to be more nimble. "The other worry is the commoditization of talent — devaluing the creative process. Some people want to look at creativity as a product to be boxed and priced a certain way. But the nature of creativity is an ineffable thing to quantify. So the ongoing challenge is how to work with clients, be responsible as to how we price ourselves in the marketplace, and yet still maintain all that we need to maintain to offer the best creative environment." OUTLOOK FOR 2014: "We don't have final 2013 numbers yet, but I know we did 30 percent more jobs in 2012 than in 2011, and I believe 2013 will end up being our biggest year since before 2008. Since 2008, when everyone took a hit with the recession, our billings have increased every year. So we expect business to keep booming. We are very positive in this regard." Creative editorial company Whitehouse Post specializes in commercial work. Dallas-based Lucky Post offers a range of services and is seeing interest from clients outside its market. Jessica Berry Executive Producer Lucky Post Dallas www.fatbaby.com/luckypost Lucky Post is a new post boutique in Dallas that focuses largely on regional commercial projects, including editorial, graphic design, compositing, sound design, mixing, and finishing. STRENGTHS: "We're very creatively driven and believe in working closely with clients to make sure their money ends up on the screen. Our creative success in the year since we opened has earned us more business. And there is a lot of strength in this market." "I think there is also an advantage in being a boutique, because everyone works as a team. Every project that comes here is touched by all of us.The audio engineer, the editor, and the graphics guy all work closely together on every project." WEAKNESSES: "The whole industry is dealing with the issue of less time and less money available. But everyone is facing that, and working with clients to solve problems in a more creative way is how you handle that, and it helps relationships to grow." OPPORTUNITIES: "We increasingly find ourselves expanding into different types of advertising work — social media, digital, pre-rolls for online material that either live alone or support commercial campaigns. There is increasingly more of that work out there as people live on multiple screens, and we expect that it will only grow. "Also, we have done national work for Chrysler and Ram Trucks, and have some national clients. We've started getting work from other markets, and would like to do more of that." THREATS: "I think, in our market, companies need to come together a little more, learn from each other, and help our industry and community more than we do. There is plenty of work to go around, but there is lots of innovating going on, and we should share that a bit more, grow from each other, and create a stronger post production community, rather than being our own islands. I think we would all be more secure if we had a stronger community in that sense." OUTLOOK FOR 2014: "We are going into our second year, and I expect it to be another strong year.The big thing is continuing to build relationships. If we do that, we have good reason to be very optimistic." www.postmagazine.com Post • December 2013 39

Articles in this issue

Links on this page

Archives of this issue

view archives of Post Magazine - December 2013