4 Reasons Why PR Agencies Should Outsource Creative Video Work

Written by Steve Day. Founder and CEO of ideaMACHINE Studio

When most people think of an animation studio, they think Disney or Pixar, adult humor on late night TV, or those Saturday mornings as a kid, laughing at some poor, animated coyote that just can’t catch a break. No matter the studio or the time of day, animated projects have one thing in common: they disguise messages in an approachable and entertaining medium.

Over the last several years, as technology creeps ever forward, animation has found its way into most facets of our digital lives; from TV commercials to websites, social media to YouTube ads. Every character, scene, icon, and on-screen letter was touched by an animator. Every animator is with a studio or creative shop, pushing pixels and shapes around until the perfect scene is crafted and ready for your viewing pleasure.

Of all the industries and dozens of uses their animations have, communications is outpacing the rest of the portfolio. No matter the client, or the industry, the challenge is always the same – help get the message across. The very nature of that ask is also at the core of the public relations world.

This overlap in objective has brought ideaMACHINE Studio to work with many of the top PR and communications agencies from coast to coast. As a public relations firm in the digital age, it can be difficult to keep up with the trends and strategies that clients want your team to execute. With internet traffic projected to be 80% video by 2019, many PR firms are now faced with the tough question – do we attempt to tackle a video project in-house, or outsource this service elsewhere?

No matter the client, or the industry, the challenge is always the same – help get the message across. The very nature of that ask is also at the core of the public relations world.

From our perspective, these are four key reasons why outsourcing creative work like video is crucial for PR agencies to consider:

1. Partner with like-minded storytellers with deep expertise

Creative teams are made up of writers and directors, producers and editors, illustrators, animators, and compositors, all with years of experience in getting a key message across through video, loud and clear. They’ve spent their careers honing their craft, knowing the beats and rhythm of a good story, one that viewers will not just watch, but care about.

2. Expedite client decisions and fast-track approvals

Half the battle that PR agencies face when they pitch a new creative project for a client is getting them to say yes. Say yes to the campaign, script, style frames, voice talent and music. While any PR agency can paint a potential creative project as becoming a huge success, it takes a great agency to have another team to rely on to anticipate legal and brand management complexities. That comes with experience.

As a PR agency in the digital age, it can be difficult to keep up with the trends and strategies that clients want your team to execute, which leads to the tough question – do we attempt to tackle creative work, such as video, in-house, or outsource this service elsewhere?

3. Ensure on-time delivery and on-budget execution

Making videos is time consuming and takes more than just basic knowledge to execute, and it can be difficult (and expensive) for PR agencies to build and maintain an in-house production team. Outsourcing creative work gives PR agencies the same benefits that outsourcing PR does for the clients. Many of the PR agencies working with ideaMACHINE have creatives on staff, but being able to rely on a large, experienced team can really take the project to the next level and allow the PR agency to focus on what they do best – public relations.

4. Provide early adoption of emerging video trends

Companies like ours have to be on the cutting edge of technology, equipment and techniques. We’re able to predict and capitalize on trends that would otherwise be overlooked or improperly executed. From IGTV to stop-motion, we can bring your vision to life.

While many agencies take on these projects in-house, the work being delivered by a true video production house ensures that the resulting creative work with be of high caliber and allow the agency to focus on what they do best – generating buzz and views for that final product.

About the Author

Steve Day is the Founder and CEO of ideaMACHINE Studio, an award-winning Brooklyn-based video production studio. The company has produced thousands of marketing, advertising, and training videos for 600+ clients, including AETNA, ESPN, Intel, Trader Joe’s and more. Since opening in 2010, IdeaMACHINE has won industry awards year after year, and has animated for numerous Fortune 500 companies.