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Just like most creative teams, our motivation comes from ideas. We like thinking forward – pushing outside of the box, but also knowing when to draw inside the lines, too. After all, there’s no fun in stale ideas – especially when it comes to advertising.

At Midco, I’m the Senior Production Manager, meaning I oversee a lot of very creative people on our video production team – they’re the ones filled with the great ideas. We make TV commercials, connected TV commercials, digital ads – and everything in between – sometimes on very tight deadlines. How do we do it?

With a close-knit culture that follows a few guiding principles to get the job done – and done right.

I got my start in the news world – where deadlines happened every day, sometimes multiple times a day. Many of our team members come from similar backgrounds, meaning we know what it’s like to work extremely efficiently toward a unified goal.

We’ve learned along the way that it’s best to know what the goal is. That’s why Midco encourages our customers to play an active role in our entire creative process. First, you’ll sit down with either your account executive or your local creative team. (We have teams at all our main offices.) Our goal is to determine your goal, so we can find a way to help.

• Do you want to increase foot traffic in your store?
• Do you want something eye-catching to raise brand awareness?
• Do you want to portray a simple message?
• Do you want to do all of these things?

Once your goal is set, we’ll get to work by writing scripts, scheduling time to shoot the footage or start pulling together different assets. For example, sometimes our customers prefer to feature still images for their commercials. In that case, we’d just need to pull together all the images to get started. Other times, we know we need to capture unique video of your business.

With that in mind, we’ll create the first draft of the script and send it your way. We’ll work together to go through any changes and provide a second draft. The whole way through, we’re working toward that initial goal.

Playing Off People’s Strengths

From scriptwriting to motion graphics to videography and more, our team members have a variety of talents available to turn a concept into reality. We ensure that our teams are large enough to handle multiple projects at once, but small enough that you’ll likely work with the same local people over and over again. You’ll get to know them, and they’ll get to know your business.

With the advent of social media and digital advertising, we are inundated with messaging from every brand at every angle. Since I started at Midco in 2013 to now, it’s been amazing to see how advertising needs have changed – and how much more involved our clients are in the entire creative process.

For example, we used to just create TV commercials. A customer would come to us, and we’d create a commercial and then place it across channels. Now, we not only create the commercial, but we also create a shorter version for digital pre-roll video ads, the display ads to match the campaign style. We also place the ad on Connected TV – or over-the-top streaming services.

We’ve evolved our service offerings to match the needs of our customers – which is what spurred our latest offering: 360⁰ Video.

The only constant is change – that’s something that our Creative Services team knows and understands. We always do what we can to meet customer expectations and not let anyone down. It’s just our mantra. Being able to help people succeed and make their message known is one of my main drivers – and making sure that my team has what they need to do just that is another.

Over the years, we’ve won a handful of ADDY Awards and more than a dozen Telly Awards, and that shows we’re not only meeting customer needs with something effective, but we’re also making good, creative ads that stand out.