Taking video to the next level

By James Mercer / Company Update , Focus , Video / 03rd June 2020

Times have clearly changed. Connecting with people online has never been so important. And if using video in marketing strategies wasn’t a priority before, it certainly is now.

Although we have provided video content for our clients in the past, the time has come to lead our marketing campaigns with video – gone are the days when the ‘go-to’ assets are impactful printed 48-sheets or high spec printed brochures. Covid-19 or not, the digital transformation is well and truly upon us.

Video is the most powerful way of telling stories, so we wanted to add a bit of Quentin Tarantino magic to our campaigns by bringing in some serious expertise…introducing Jake Joynson!

Jake has filled the newly formed role at Focus of ‘Head of Video Production’, based in our Shoreditch office, and is working closely with the wider team at the agency to make sure video is fully represented within all of our strategies.

Prior to joining us, Jake was a Producer at specialist video production agency MHF Creative where he produced video campaigns for the likes of Expedia Group, Moët & Chandon and Ministry of Sound.

Through this new expansion of our fully integrated services, we can now produce influential campaigns that attract undivided attention, with video at their core, ensuring our clients are able to reap the benefits of better connections with their target audience.

"Brands are expanding their creative horizons and using VOD to tell real life stories.  "

This new creative freedom, working with Dan Jones, Managing Director of Focus on Media, has also helped to redefine the way campaign content can be delivered.

“Video on Demand has, for many years now, presented property developers with a golden opportunity to not only sell homes, but to educate customers about the home moving process, along with schemes that exist to make moving more affordable and easier.

“While animations about Help to Buy, Part Exchange or Shared Ownership still have a role, brands are expanding their creative horizons and using VOD to tell real life stories.

“Whether that depicts a young first-time buyer enjoying their own space and freedom in their brand new one-bed apartment or an older couple downsizing to help release equity that will help fund that once in a lifetime holiday and retirement – video has become the single best way of telling human stories.

“The digital marketplace has revolutionised the syndication of video assets too. No longer is analogue TV the only way of promoting video assets and we can now serve video across a whole range of platforms. YouTube, Sky AdSmart, 4oD and a seemingly endless list of video ad-networks all provide brands with a way of getting video in front of the right audience at the right time, for the right price.”

In the ever-changing media landscape, the clear trend towards audience’s increased consumption of video and its impressive performance as a medium of communicating ideas, is one that Focus IMC is going to ensure its clients benefit from being a part of.


If you are interested in finding out more about how Focus can help bring your video strategies to the forefront of your marketing activity, please reach out to Jake directly at [email protected]

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Written by

James Mercer