2024 03 13
Lone Wolf bar patrons Haley and Allison. Chicago, Illinois. January, 2024. © Clayton Hauck
Recently, I came across a new-to-me photography podcast titled Visual Revolutionary and gave an episode a listen. This episode was a thought-provoking one with an interview of Jason Peterson in which they discussed his new agency The Times. I’m not going to dive deep into my take on what they discussed in this blog (maybe another day? Definitely a topic I’ve been stewing on a lot lately which basically is boiled down to everyone now needing to do more work with less resources and compensation), but I did want to pass it along in case any of y’all were interested in the topic. To summarize: Jason is a(n Instagram-famous) photographer and ad agency-executive who left the more traditional agency world to start a new leaner take on how to be a content-producing agency, which largely boils down to hiring less people, younger people, cheaper people, leaning into AI, working cheap and fast, using social media and all things digital to execute the work quicker while it’s still topical.
In keeping with the theme of The Times, I jotted down some notes as I listened to the podcast, which were then fed into ChatGPT and summarized below, for your my convenience.
The conversation delves into the operational dynamics of an agency, shedding light on its revenue model, organizational structure, and adaptation to contemporary trends. It's noted that agencies, much like lawyers, often prioritize elongating processes and expanding their workforce for financial gain, rather than solely focusing on client needs. In this particular agency, most team members, aside from one or two, are involved in production and creative tasks. The agency boasts significant assets, including a spacious production facility with comprehensive equipment, enabling agile responses to topical narratives. Notably, the speaker, Jason, previously associated with Havas, implemented a strategy of recruiting young talent from platforms like Instagram and TikTok, contributing to substantial growth. Despite resistance from traditional practitioners, Jason emphasizes the need for adaptation or replacement to remain competitive. With a relatively small team of 25 employees, the agency leverages digital platforms to reach a broader audience and emphasizes the importance of innovation over entrenched practices. Additionally, the discussion highlights the agency's integration of AI technology, such as ChatGPT for copywriting, and its exploration of AI applications in video production. Referred to as the "Content Playhouse," the agency showcases a commitment to content creation and innovation in storytelling. Overall, the conversation underscores the agency's modern, technology-driven approach to content creation and its proactive stance towards industry evolution.
-Clayton
