To meet rising marketer and consumer demand for video content, BBDO is expanding its Ricochet post-production operation with Timothy Welsh promoted into a new position to lead the charge.
Welsh, previously a senior vice-president and account director at BBDO, will get new business cards that read: director of content production.
“The nature of how people consume video content—across social channels and across devices, especially mobile—means there’s going to be a big pipeline of content to fill,” said Dom Caruso, president & CEO, BBDO Canada, in a release. “To fill that pipeline requires a range of work, including an exploding amount of low cost video.”
There’s lots of evidence to support BBDO’s plan to grow its video offering for clients. In a study released in March, Business Insider reported online video ad revenue will reach nearly $5 billion in 2016, up from $2.8 billion in 2013.
And just days ago, YouTube reported its advertisers had increased 40% in the last year while spending by top advertisers had jumped 60%.
The demand for video advertising reflects exploding consumption of online video, but that rising demand is also forcing agencies and production houses to find new, more affordable production options.
BBDO said aside from overseeing existing Ricochet operations, which include post-production, graphics and sounds services, Welsh will “lead the creative and client processes, infrastructure, production network for the new low-cost video capability.”
“We have big goals for this exciting and growing part of our creative product,” said Welsh, who has been with BBDO since 1999 “Our goal is nothing less than to be the strongest and most advanced agency in the area of low cost video content.”
