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November 6th, 2009

The Value of B.M.



The value of B.M.

Why have we brought a lot of digital design and production capabilities in-house this past year, and started producing our own TV spots, film, web sites, and online videos? Umm, because we have to? As we all know, the world wide interweb has made us all rethink the value of a $500K month-long shoot in L.A. (We miss you, Viceroy Santa Monica.)

“We’ve moved from a world where 30 seconds of content costs hundreds of thousands of dollars to produce, to a digital space where distribution allows for unlimited amounts of content. The economics of production will no longer work unless the business model lowers costs significantly while retaining sufficient quality.”

Which is exactly why we continue to grow our in-house Brokaw Motion capability. Despite its unfortunate initials, B.M.’s had a lot of recent success giving clients exactly the type of work they demand: great, fast, and cheap. In today’s world, if you can’t deliver on all three, you won’t be around for very long—as demonstrated by this week’s sad news of one of the most famous traditional ad agencies in the world closing its doors. So long, “Where’s the beef?” It’s time to say hello to a new model. It’s time to make some serious B.M. (Sorry, that’s gross.)

The value of being so uncool it’s cool.

Introducing the Weezer Snuggie Infomercial. It makes U2 and Coldplay’s endorsement of the iPod seem somewhat lame and . . . (yawn.)

According to a recent article in Adweek