Adland must convince clients of the power of ad production

Ramsey, Rusell; Gash, Stephen
November 2003
Campaign;11/14/2003, Issue 46, p17
Trade Publication
Two senior advertising industry figures debate the winning ads at the 2003 BTA Craft Awards. There's never been a better time to be making TV commercials. Great directors, great editors and great sound designers are all at our disposal, backed up by the latest technology. Led by the usual ad executives — Frank Budgen, Danny Kleinman, etc. — and the newer boys such as Nicholai Fusilig and Nick Gordon, Great Britain is producing some of the most well-crafted ads in the world. The thing that unites these people is their passion for their craft and their obsession with detail. They know that a great ad has to have great everything. From framing and composition to sound and graphics. That's why the best directors surround themselves with the best people. All these ads use sophisticated post-production and it's this area that has moved on the most in recent years. Computer-generated images have had a major impact on commercials production. Most clients think that money spent on


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