Video ad production for agencies
Agencies face the volume problem in its sharpest form: many clients, each needing fresh creative for several placements every month. The workable approach is a repeatable system: a one-page brief per client, production built per placement from the start, consistent naming so results compare across accounts, and a clear approval step before anything goes live.
Updated
Where agency time goes
- Re-briefing: gathering the same client information every month.
- Re-cutting: turning one master edit into five placements by hand.
- Revisions: changes requested after a full edit is finished.
- Reporting: matching results back to which creative was which.
A system that scales
- Keep a living brief per client: audience, approved claims, mandatories, tone, banned words.
- Approve concepts and scripts before production, not finished edits.
- Produce each placement as its own cut, at its own ratio and length.
- Name every asset with client, concept, hook, format and ratio.
- Report by concept and hook across clients to learn what works in each vertical.
Claims and approvals
The agency is often the last check before an ad runs. Keep a record of the client's approved claims and their evidence, and the client's sign-off on each ad. When an ad uses creators, AI presenters or testimonials, confirm the client's disclosure requirements in writing.
Questions
- How many ad variants should an agency deliver per client?
- Enough to test one meaningful variable at a time in each key placement, plus replacements as ads fatigue. The right number depends on the client's spend.
- Who is responsible for ad claims, the agency or the client?
- Both can be. Keep written records of the client's approved claims and evidence, and get sign-off on each ad before it runs.