Clemenger Group executive chairman Robert Morgan has announced the official launch of Flare – a content production company within the BBDO agencies across Australia and New Zealand.

Flare was started earlier this year across Melbourne, Sydney, Auckland and Wellington to meet the content production needs of Clemenger/Colenso BBDO clients. With the exponential increase in video content required today and tomorrow, the agency has created Flare to produce video content that is good, fast and inexpensive. While intended primarily for digital channels, Flare will also cater to other video content needs including in-house videos, documentary videos, training videos and so on.

Flare is not intended to be a substitute for the agency’s TV production capabilities. Clemenger/Colenso BBDO agencies will continue to use outside production companies and outside Directors for campaign production needs particularly for those ‘hero’ and critically important longer term brand platform requirements. With a combination of outside production companies and the in-house Flare capability, Clemenger/Colenso BBDO agencies will provide the right content needs for tomorrow’s marketing communications environment.

According to Morgan, “Flare allows us to produce a high volume of content that delivers against our clients’ budgets and their ‘always-on’ requirements. Having this resource in-house allows for greater quality control and management for those smaller budget projects.”

James McGrath, creative chairman of Clemenger BBDO sees Flare as a natural evolution of BBDO agencies.

“By having this resource in-house, we will provide a seamless capability for content production that allows all component parts to work better together across all channels that remain true to our on-going brand platforms,” he said.

“It’s important to understand both what it is and what it’s not – it is not where we go for ‘cheap’ TVCs.”