A good production company should make your money go further, not just make something pretty. Here’s what to look for.
1. Have they made ads that worked?
Showreels show taste. Results show judgement. Ask what happened after the ad went on air. Calls, sales, cost per lead. A company that talks about results is thinking about the right thing.
2. Do they know the TV process?
Clearcast, clock numbers, delivery specs, actor usage. A company that does TV regularly will handle these without drama, and will spot problems in the script before they cost you a reshoot.
3. Will they tell you the truth?
The best partners push back. If the script says too much, if the end frame won’t work, if the budget won’t stretch to the idea, you want to hear it before the shoot, not after.
4. Is the price clear?
Ask for a detailed breakdown and what’s included. Edits, versions, cutdowns, music, voiceover, usage. Surprise extras usually show up in the post-production stage.
5. Can they make everything you need from one shoot?
Your TV ad will need cutdowns, social versions and maybe a library of footage for your website. Planning for all of it up front costs far less than going back for more later.
One more thing
Meet the people who’ll actually make your ad. The pitch team and the production team aren’t always the same. You’ll be working closely for weeks, so make sure you trust them.