experiential

We’d like to think we’re a good barometer of the Experiential industry so we’d like to voice a concern with a problematic trend that seems to be worsening year on year.                                   

We’ve built projects for over 30 years, and developed conceptual briefs in every guise. We were at the Experiential ‘coalface’ as it emerged as a new discipline c.2007, and have watched it evolve to the present day. 

First of all we’d like to reiterate how grateful we are to each and every one of our clients, and will always regard any new brief as gold dust. We will always relish the new challenge and adventure every one promises. Keep them coming! 

We currently get in the region of 20 -30 new briefs a month, and therein lies the problem. Today’s Brand and Experiential market suffers an unhealthy volume of briefs circling for development at any one time, with only a small percentage going ahead as an actual project. 

Signing off specific campaigns and budgets at brand level must be a complex process, but with the conversion rate plummeting in the last 15 years, the trend suggests end clients might be saturating the production industry with what should be categorised as ‘exploratory’ ideas, but dressed up as genuine briefs. There will always be a sound reason from time to time that changes a campaign’s course. However encouraging unpaid use of resources before establishing a genuine intent to proceed, is wrong in our opinion and handicapping the industry.

All too frequently in our experience, all the appropriate assurances are given from the top down. Our time and resources are weighed up and committed optimistically on the basis that it is a competitive bid to be won. Yet despite the costing & feasibility process ticking all the client criteria ( budget, feasibility, realisation, leadtime), the campaign still doesn’t proceed. 

Most briefs at a certain stage of development between agency and client look and sound a likely prospect, so this makes for a particularly difficult dilemma all of us in production have to weigh up every day. Naturally we always want to convey absolute enthusiasm and commitment, but a growing wariness can lead to tempered levels of resources. Could holding back resources deprive a genuine brief of a more in-depth level of scrutiny that could in fact be what it needs to get the green light? We suspect too many half ideas are stopping some of the excellent ones seeing the light of day.

We’ve done a deep dive of our data and the stats are disturbing.

In 2010, 1 in 3 briefs we developed went ahead. This high conversion rate encouraged intensive, forensic assessment and development of a brief on behalf the client, and the end results were always much better for it.

By 2024, only 1 in 10 briefs that we cost up and assess see the light of day in the physical realm. 

So how did we get here? We know agencies are very respectful and mindful of asking production for extensive groundwork unless they have considerable commitment from the end client. Each time a campaign collapses unexpectedly they share our frustration and disappointment. Some cite they find this growing trend can even put strains on production supply relationships.

So can one deduce end clients are allowing explorative briefs to be developed simply because there is more often no fee attached.

We don’t think it right the SME businesses that make up this incredible production industry should be expected to provide extensive concept R&D, in order to give a brand the full 360, with which to only then decide if it is something they intend to go ahead with.

There’s never more confidence of a project progressing, than when a client signs off R&D monies. Perhaps the answer is that all briefs should carry a small production R&D fee, payable only if the client chooses not to proceed with the campaign? Everyone can accept losing a competitive bid, and this way it‘s fair all round.

Reversing the trend and getting the conversion rate closer to 1 in 3 will only benefit the industry, as better ideas will be given the resources to rise to the top.

What do you think? If you’re in production or agency, we’d love to hear your thoughts.