State of play

As someone who was involved in commercial production for most of his adult life and worked through a few evolutions of the business. I thought I had a good handle on where the industry was heading. Remind you my perspective is mostly from the agency side. I produced high end tv commercials, helped to shepherd the last agency I worked at full time into what  was called digital. I tried to evolve my team of producer into what I thought all producers had to become  “integrated producers”. There was no such thing as an integrated producer back then so what was an integrated producer? I was worked from the premises that less people had to be capable of producing what ever needed producing  I was seeing commercial production shrinking and an ever growing number of formats and platforms for marketing products growing. Social media was not yet the all consuming go to platform of choice for marketers. As much as the output of agencies was changing, the management structure and the creative process had yet to evolved. As budgets for tv commercials are shrinking the demands and expectations of agencies and brands put on production companies have not. It does not seem as if the current production model is sustainable. I am curious what others in the business think about the current state of play.