47 CONTENT MAKERS DMS
one are the days of a simple TV campaign, a few trailers and a print campaign,” says Simon Briggs. “Now it’s about daily
posting and reiteration of the marketing message, and with that there’s a lot of content that needs creating.” Briggs has been a part of London’s post-production world for years. In 2015 he joined DMS (Digital Media Services) as its managing director. The company is full-service digital agency and has become an important asset for producing and distributing international marketing campaigns for the big movie studios. Out of its London offices, DMS receives original assets from the studios and then versions marketing content which goes out to dozens of countries across EMEA, Latin America and Asia Pacific. DMS also has offices in London and Sydney. “We have become a high volume, quick turnaround localisation business,” says Briggs. “Last year we localised about 12,500 pieces of content. We’re creating between 50 and 60 ads a day here. That’s for multiple use – TV broadcast, online and social.” DMS has grown at a time when the studio strategy has shifted. In order to reach potential cinema audiences, studios have had to reach into the online world and use all the tools at their disposal to compete with other forms of digital entertainment. Carefully tailoring content not just for each medium, but for each territory, is essential. This localisation of digital marketing content accounts for half of DMS’s total business now. DMS also offers a sophisticated media monitoring and analytics service across print, broadcast and online. “We offer a full service where we can do analytics and insight about what is being said about a film prior to its release,” says Briggs. “We can then create content, campaign manage it and measure its reach and the sentiment around it, which enables us to help clients change their strategy mid-campaign if they need it. We can react very quickly and we can do it in multiple languages. It’s a fascinating businesses.” THE GREATEST SHOWMAN DMS is ready to go into high gear when a studio sees a blockbuster on the horizon. The company’s work on the campaign for 20th Century Fox’s hit musical The Greatest Showman saw it localising and delivering 509 assets to 30 different countries across the EMEA, LATAM and APAC regions (376 of these assets were for EMEA alone).
These assets included localised TV and social media spots, digital billboards and a variety of online content for Fox’s territories around the world. DMS is often working on materials for 15 or more different films simultaneously. Customer services co-ordinators, technical operatives, GFX specialists, audio mixers and quality control operators are all juggling a multinational client base that has multi-millions riding on time-sensitive delivery of quality marketing video. Ahead of the release of the film DMS received master files from the Fox Media Cloud system and uploaded them to the company’s own secure cloud-based platform, Panther Online. As soon as the
THE WORKFLOW THAT WE’VE WORKED HARD TO ESTABLISH IS ALMOST PLATFORM AGNOSTIC
PUTTING ON A GLOBAL SHOW DMS creates tailored content for countries across EMEA, Latin America and the Asia Pacific region
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