In 1994 when Paul Mavis launched the first production consultancy, Endswell Communications and, in 1995 when he launched Madison Advertising Management with Don O’Mara, the world of advertising production was simpler.
Advertisers hired agencies to create marketing communications; agencies hired production companies, directors, photographers and editors to execute their scripts, storyboards and layouts.
Procurement, branded content, broadband…not even on the radar at that time…and the reporting lines were pretty clear: agencies didn’t ‘compete’ with production companies or editors, advertisers stayed out of the production business, and production companies never “went direct”.
Today, things are different and the reporting lines, to say the least, aren’t as clear as they once were.
With all participants now creating and producing content, Mavis & Co. now offers consultancy services to advertisers, agencies and production suppliers with a focus on providing strategic production management solutions and executive production services.