You may be thinking about building an internal studio. As a guy who’s set up video studios for our company and client brands big and small, below are ten of my guiding principles. Things to think about before you hit go and simple guardrails + tips I’d recommend. The specific tactics, of course, will be different at every brand or agency:
1 — BUILD doesn’t have to mean a construction project. BUILD does not have to mean a significant consulting, procurement and IT investment. This consistently surprises people. It’s so obvious to me. Instead, you can build a business model, build a strong group of people, and build the right partnerships. Just to be crystal clear: This means you do not necessarily have to build a studio facility with tons of construction expense. Think Virtual. Nimble. Agile.
2 — GEAR - Worth a specific call out. It’s tempting to buy the awesome cameras, the gear, and reps from every vendor are going to sell you their first born, especially if you’re inside of a Fortune 100 brand. But the reality is, you can leverage downstream partners who have already invested in much of the gear without buying it yourself at the studio level and depreciating it over a few years. So instead of paying for it as a capital expense, pay for it out of client project budgets. One note -- larger studios and brands with a high output will indeed require an investment to ensure their teams have the best tools available and produce at scale. My point is that most internal teams don’t need millions of dollars of gear. Do not weigh yourself down with expenses that a finance executive WILL look to recover over a period of time.