The mass market has been absorbed by integrated production companies.” Florence Jacob and Nico Cabuche reflect on the current advertising production landscape in Europe.
Florence Jacob, Managing Director at Caviar (France), and Nico Cabuche, General Director and EP at Landia, participated in a discussion about the challenging and ever-changing landscape of production in Europe, stating that “we have a new competitor today, because our companies are no longer the same.” They focused on analyzing this problem with perspective, stressing the importance of not allowing the quality of production to decline.
Jacob argued that “everything is blending,” as more and more clients are opting for in-house production to cut costs. Both speakers agreed that as clients seek to economize, they are prioritizing speed and price reduction over quality, which has created an imbalance in the industry. They also highlighted the need for transparency in budgeting and decision-making regarding projects, as well as the urgency for independent producers to adapt to these new business models.
Cabuche emphasized that creatives with talent will be the ones who survive in this competitive landscape, as they must offer a unique proposal not available in agencies. In line with this, Jacob added that the differentiation of independent producers is key to maintaining value in their work, and that despite the complex situation, there is still space for both modes of production.
Regarding the strategy for survival, both agreed that producers must be multidisciplinary and agile, knowing that their business model is designed to meet client needs differently than agencies. Jacob noted that in France, the luxury market has shown that it is still possible to recover market share through creativity and innovation.
The debate between integrated production and the independent market deepens as producers seek to adapt to a changing environment where quality, speed, and transparency have become key factors. The issue for survival will be the ability of independent producers to offer unique proposals and continue betting on talent as the driving force of their business model, adapting quickly to new market demands. Collaboration and unity between creatives and producers will be essential to overcoming current challenges and regaining lost space in the industry.
