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Survey of Talent Agency Executives (Unshockingly) Predicts Growth in Social Media, Viral Video and Foreign Production

Photo of Jacob Combs By Jacob Combs | Thompson on Hollywood June 27, 2014 at 12:32PM

The multi-service talent and production support agency Talent Partners yesterday released the findings of a survey of 50 senior executives at top agencies, and the results are intriguing, if not in any way unexpected.
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A craft services table, aka most people's favorite place on the set.
A craft services table, aka most people's favorite place on the set.

The multi-service talent and production support agency Talent Partners yesterday released the findings of a survey of 50 senior executives at top agencies, and the results are intriguing, if not in any way unexpected.

Asked what aspect of the commercial production industry would see the greatest growth in 2014,  44 percent of executives pointed to social media campaigns, with 20 percent picking interactive/data-driven campaigns and just six percent looking to television.  Not a single executive picked print campaigns.

Although a majority (56 percent) of respondents thought the rate of foreign production would stay the same this year, 35 percent thought that it would grow--with nearly 60 percent expecting South America to be the next big destination.

Forty-one percent of agency executives saw the advertising industry's increasing focus on data as a positive, and many of the respondents pointed to concerns in the ad communities about tracking rights and royalties and using assets without having the proper permissions.

And in a fun little twist, when asked by Talent Partners about their favorite guilty pleasures when hitting up the craft services table, candy reigned supreme, with bagels and danishes coming up for a draw in second place.  Some things change, and some things never will!

This article is related to: Production , Agencies, New Media & Technology


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.