First of all, let's talk about how to screen the company

Take advertising this job, not just down-to-earth willingness to shoot well, the most important thing is still professionalism. So choose the company is to choose the degree of professionalism, not to choose the model, it is recommended to examine from four aspects:

1, look at the person. Always about your dinner, always phone care about your life, but rarely talk about professional, that this company is business-oriented, negotiation to engage in people's ability is greater than the professional ability to do advertising. On the contrary, once you come to ask you the budget, ask you what difficulties of the brand are trying to help you solve the problem. The first meeting, although and you talk about business is not the ultimate help you shoot a film to solve the problem of people, but carefully observe the customer representative of the behavior pattern, or roughly can judge the company's professionalism is not reliable.

2. Look at the work. Work is everything advertising company, you like their work is the premise of your screening company. There is no need to talk about the next step if you are not satisfied with the work.

3, look at the website. First look at the first impression, if the advertising company's own website is not much temperament, you will believe that he can shoot your ads, and secondly, pay attention to look at the works on the website form, style, quality standards are unified, usually a very mature film and television companies have their own unique style. Those websites with good or bad works and confusing categories are likely not to have their own real works. Some websites automatically pop up a dialog box for online consultation, making it look like advertising and marketing; some websites have a wide range of business scope, as if they can do everything; some websites put all the articles copied from the Internet in the company news; all of the above should be careful.

4, look at the company. Although in this era of online shopping, there seems to be no thing that can not be network transactions, but you spend hundreds of thousands of dollars to shoot an advertisement, personally go to the advertising company's office environment is still very necessary to see. Some companies in the residential building office, the room just a few computers and a few overtime to stay up all night children, such a company is not likely to film before the end of the film can not find people.

1, the traditional large advertising agencies: including Ogilvy & Mather, JWT, McCann, Dentsu, Publicis, Leo Burnett and other international 4A advertising companies and Shengshi Great Wall, Guangdong Province, Beijing Future, Shibang Advertising and other large advertising companies with domestic strength. Their services to the brand case (market research, brand positioning, integrated marketing planning, corporate VI design, product development, packaging design, film and television advertising creativity, investment, sales management, training, etc.) is the main focus of this type of company's strength is brand strategy, the production of video advertising is only a small part of their services.

This type of company to the customer video advertising ideas, customer recognition, the specific implementation is outsourced to professional film and television production company. We see on TV Coca-Cola, KFC, HDFS, Mercedes-Benz, BMW, these ads are mostly from the hands of the 4A advertising company, they like to play a big production, more expensive, according to the size of the brand and advertising production scale, the price of a video advertisement in the range of 2-8 million.

2, small creative advertising company (also known as "creative hot store"): including Shanghai Yi class, W company, Ma also also also, the sky and the air, etc., many of these companies are 4A large creative director in the accumulation of a large number of project experience, their own out of the business set up a small advertising company. Compared with large 4A advertising agencies, these companies do not have many employees, so the operation is more flexible. And the company's core characters are all industry bulls, so the work is also very good, robbing a lot of traditional advertising agency business.

Their filming mode and 4A company is basically similar, is also their own creativity and then look for professional film and television production company cooperation, filming price is not low, but the advantage is that there is no big company those complicated process, creation and communication are more flexible.

3, featured film and television companies: these companies are specialized in film and television advertising, each has its own unique weapons, can do the best in a relatively narrow field.

Ye Maozhong: started shooting ads in 1989, took over a large number of film and television commercials, and then wrote a book to make it even hotter, and slowly molded himself into a "master" of the advertising industry. Ye Mao-zhong's theory is "conflict", advertising creates consumer demand by creating conflicts. His advertisements have always been very controversial, and his advertisements for Hornet's Nest and Zhihu during the World Cup, although drowned in criticism, have become the object of imitation by various enterprises and advertisers. Ye Maozhong is also said to be a domestic 4A, and his fees shouldn't be lower than those of Hanshi upstairs.

Red production: brainwashing advertising professionals, representative works: "find a job directly with the boss" BOSS Direct, Platinum Jennings travel photography, clothing two three. Their ads are more controversial than Ye Maozhong, but the more the netizens scolded the more business owners buy, the charges are rising every year, has soared from 1 million a few years ago to nearly 5 million.

Dancing Sword and Shadow: Xiamen, a short-video film and television company, specializing in filming for the enterprise story emotional microfilm, two years ago to the 999 cold and flu microfilm "someone secretly loves you" triggered the circle of friends "screen", the company so overnight popularity.

1LIN1: A young director who came back from studying in the UK founded a film and TV company in Shanghai that likes to play with one shot to the end. Their visual style of advertising is very avant-garde, and the founder, who comes from a photography background, will try all kinds of fresh shooting techniques, with a very young advertising style.

Tiandi Sunshine: wine advertising professionals, is a company in Chengdu, claiming that "China's top 50 liquor, half to find Tiandi Sunshine to do advertising," CCTV broadcast a lot of wine ads, the impression of Qinghua Fenjiu, Tuopai Shede, ShuiJingFang, XiJiu are shot by this company.

Bitone: specializing in automotive CG advertising, that is, the use of three-dimensional animation to produce car ads. The cars they make are so real that the average person can't tell that they are computer generated. In fact, in many car ads, the shots of the car are not finished shooting, but made with 3D animation.

Large hand film and television: specializing in filming E people a book, 8848, small pots of tea this kind of advertisement is a bit like TV shopping, their advantage is to dig the function of the selling point of the ability to be very strong, the advertising style is very grounded, each shot exudes a strong taste of the earth.

4, professional film and television production companies: more well-known, including the Shanghai Guanchi, Qili advertising, etc. This type of company is mainly to undertake the first two types of advertising. This kind of company mainly undertake the first two types of advertising company's subcontracting projects, usually their production capacity is stronger than the creative, a single piece of film from hundreds of thousands to millions of dollars, a lot of traditional advertising companies rely on the creative to receive the project, the need to outsource filming and production, will look for them to cooperate.

Party A, if you go directly to find such companies to cooperate in the creative strategy needs to be more careful, because market analysis, marketing strategy and consumer insight is not their strong point.

5, miscellaneous film and television companies: each first-tier cities have thousands of large and small film and television companies, 90% of which are such companies, their main business is to shoot corporate videos and government reports. You can search on the first page of Baidu film and television production company is basically this kind of, but also the most prone to accidents in the "minefield".

If you call to consult, each company will say that they are professional film and television companies, what can be shot and very cheap, but in fact only low-priced single promo assembly line, shoot a little bit of science and education film or not high requirements of the enterprise promo okay, shooting ads is certainly not six.

Professional companies shoot advertising, the scene usually have dozens of people, the division of labor is very fine. But these miscellaneous companies usually three or five people can go to the film to shoot, planning both the director and the field recorders, photography is both production and lighting, so you do not ask too much of the quality of their work. This kind of company a piece of charge from a few tens of thousands to one or two hundred thousand have, on the two hundred thousand is basically the company's annual blockbuster.

Need to make a special note, I'm not saying that this kind of company is not good, unprofessional, but depends on the needs of the party. 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, you get what you pay for, and most of these companies are also down-to-earth laborers who work to make a film.

6, independent director: this is a mixed bag, good and bad, it is difficult for ordinary people to distinguish the good from the bad, bullish director like Wang Tongmin, Zhang Dapeng, pay Binbin day price is as high as 100,000 or even higher. There are also a lot of "director" banner around the string of work, write a few years of creative planning, television columns of the choreographer, and even some film and television students dare to say that they are "independent director", so look for private cooperation need to be careful, encountered claiming to be a "CCTV director", "CCTV director", "CCTV director", "CCTV director", "CCTV director", "CCTV director", "CCTV director". "CCTV director", "documentary director", "so-and-so TV director" should be careful.