Let's talk about how to screen companies first.

Advertising can't be done well by hard work. The most important thing is professionalism. Therefore, choosing a company is to choose a degree of professionalism, not a model worker. It is suggested to investigate from four aspects:

1. Look at people. Always invite you to dinner, always care about your life by phone, but rarely talk about professionalism, which shows that this company is business-oriented, and its ability to negotiate people is greater than its professional ability to advertise. On the contrary, I want to help you solve the problem by asking you about your budget and asking you what difficulties your brand has. When you meet for the first time, although the person who talks with you about business is not the one who will help you solve the problem in the end, you can roughly judge whether the professionalism of the company is reliable by carefully observing the behavior pattern of the customer representative.

2. Look at the work. Works are everything to an advertising company, and you like their works as a prerequisite for you to select companies. There is no need to talk about the next step if you are not satisfied with your works.

3. Look at the website. First of all, look at the first impression. If the advertising company's own website has no temperament, will you believe that it can shoot your advertisement well? Secondly, pay attention to whether the form, style and quality standards of the works on the website are unified. Usually, a mature film and television company has its own unique style. Those websites with different works and chaotic categories are likely to put their own real works. Some websites automatically pop up an online consultation dialog box as soon as they enter, making advertising like pyramid schemes; Some website companies have a wide range of business, as if they can do everything; Some websites put all the articles copied from the internet in the company news; Be careful with all of the above.

4. Look at the company. Although in this era of online shopping, it seems that there is nothing that can't be traded online, it is necessary for you to spend hundreds of thousands of dollars to shoot an advertisement and go to the office environment of the advertising company to have a look in person. Some companies work in residential buildings, and there are only a few computers and a few children who work overtime and stay up late in the room. Such companies may not find anyone before the film is finished. Let's talk about the companies that specialize in advertising

1. Traditional large-scale advertising companies: including international 4A advertising companies such as Ogilvy, JWT, McCann, Dentsu, Publicis and Leo Burnett, and some domestic powerful large-scale advertising companies such as Shengshi Great Wall, Guangdong Guangze, Beijing Future and CB Advertising. Their services focus on the whole brand case (market research, brand positioning, integrated marketing planning, enterprise VI design, product development, packaging design, film and television advertising creativity, investment promotion, sales management, training, etc.). The strength of such companies is brand strategy, and making video advertisements is only a small part of their services.

this kind of company puts forward video advertising ideas to customers, and after the customers approve them, the specific implementation is outsourced to professional film and television production companies. Most of the advertisements we see on TV, such as Coca-Cola, KFC, Head & Shoulders, Mercedes-Benz and BMW, are from 4A advertising companies. They like to make big productions, which are more expensive. According to the brand and the scale of advertising production, the price of a video advertisement is between 2 million and 8 million.

2. Small creative advertising companies (also called "creative hot shops"): including Shanghai Italian, W Company, Mayeya, Sky and Air, etc. Many of these companies are small advertising companies founded by the creative directors of 4A companies after accumulating a lot of project experience. Compared with large 4A advertising companies, such companies have a small number of employees, so their operations are more flexible. Moreover, the core figures of the company are all big cows in the industry, so the work is also very good, robbing many traditional advertising companies of their business.

Their filming mode is basically similar to that of 4A Company. They also come up with their own ideas and then cooperate with professional film and television production companies. Although the filming price is not low, their advantage is that they do not have the complicated processes of big companies, and their creation and communication are more flexible.

3. Characteristic film and television companies: These companies are all specialized in filming film and television advertisements, and each company has its own unique weapon, which can do its best in a relatively narrow field.

Ye Maozhong: In 1989, he began to shoot advertisements, and received a lot of film and television advertisements. Later, he became more popular by writing books, and gradually shaped himself into a "master" in the advertising industry. Ye Maozhong's theory is "conflict", and advertisements create consumers' demands by creating contradictions and conflicts. His advertisements have always been controversial. Although the advertisements of hornet's nest and Zhihu during the World Cup were drowned out by criticism, they became the objects of imitation by various enterprises and advertisers. It is said that Ye Maozhong is also a domestic 4A, and the charge should not be lower than that of the Han lion upstairs.

Red Production: a professional brainwashing advertising user, whose representative works are: "Talk to the BOSS directly when looking for a job", directly employed by BOSS, shot by Platinum Jue, and dressed in Ersan. Their advertising is more controversial than that in Ye Maozhong, but the more netizens scold business owners, the more they buy it, and the fees are rising year by year, which has soared from 1 million a few years ago to nearly 5 million.

Knife Shadow: A film and television company in Xiamen, which started as a short video, specializes in making emotional micro-movies for enterprises. The micro-movie "Someone secretly loves you" shot for 999 Ganmao Ling two years ago triggered a "screen-screening" among friends, and the company became popular overnight.

1LIN1: A film and television company founded in Shanghai by a young director who came back from studying in Britain likes to play a mirror to the end. Their advertising visual style is very avant-garde. The founder is a photographer and will try all kinds of fresh shooting techniques. The advertising style is very young.

Tiandi Sunshine: a professional wine advertising company, which is known as "Top 51 Liquor in China, and half of them are looking for Tiandi Sunshine to advertise". In many wine advertisements broadcast on CCTV, it is under the impression that this company shot blue-and-white Fenjiu, Tuopai Shede, Shuijingfang and Xijiu.

Bitone: It specializes in CG advertisements for automobiles, that is, making automobile advertisements with 3D animation. The cars they make are so real that ordinary people can hardly see that they are made by computer. In fact, in many car advertisements, the lens of the car is not shot, but made with three-dimensional animation.

big-hand movies and TV shows: they shoot advertisements like E-Man One Book, 8848 and small pot of tea, which are a bit like TV shopping. Their advantages are their strong ability to tap the selling points of functions, their advertising style is very grounded, and each shot exudes a strong local flavor.

4. Professional film and television production companies: well-known ones include Shanghai Guanchi and Qili Advertising. This kind of companies mainly undertake the subcontracting projects of the first and second kinds of advertising companies. Usually, their production ability is stronger than creativity, and there are hundreds of thousands to millions of single films. Many traditional advertising companies need to outsource filming and production after receiving the projects by creativity, and they will seek their cooperation.

if party a directly cooperates with such companies, it needs to make more snacks in terms of creative strategy, because market analysis, marketing strategy and consumer insight are not their strong points.

5. Miscellaneous film and television companies: There are thousands of large and small film and television companies in every first-tier city, 91% of which are such companies. Their main business is to shoot corporate propaganda films and government reports. The film and television production companies you can find on Baidu's homepage are basically of this kind, and they are also the most accident-prone "minefield".

If you call for advice, every company will say that it is a professional film and television company, which can shoot anything and is very cheap, but it is actually just a promotional film assembly line with low-cost orders. It is ok to shoot some scientific and educational films or corporate promotional films with low requirements, and it is definitely not good to shoot advertisements.

when a professional company shoots an advertisement, there are usually dozens of people at the scene, and the division of labor is very fine. However, three or five people from these brand-name companies can usually shoot the film. Planning is both a director and a reporter, and photography is both a producer and a lighting, so you should not ask too much for the quality of their works. This kind of company charges from tens of thousands to 121 thousand, and 211 thousand is basically the company's annual blockbuster

I need to make a special statement. I'm not saying that such companies are bad and unprofessional, but it depends on the needs of Party A.. If you are only willing to spend tens of thousands of dollars to shoot a video introducing the company, it is very appropriate to find them. After all, a penny is worth a penny, and most of these companies are also model workers who work hard to make films.

6. Independent directors: There is a mixture of good and evil, and it is difficult for ordinary people to tell the good from the bad. The price of awesome directors like Wang Limin, Zhang Dapeng and Fu Binbin is as high as 111,111 or even higher a day. There are also a lot of strings that are all under the banner of "director". They have written creative planning and TV column editing for several years, and even some film and television majors dare to say that they are "independent directors", so they should be careful when looking for private cooperation, and they should be careful when they call themselves "CCTV directors", "documentary directors" and "so-and-so TV directors".