How To Think Like An Agency
- James Keblas
- Feb 11
- 2 min read
Updated: May 6
If you’re a production company looking for more direct-to-brand business, you need to start thinking more like an ad agency. That means shifting your mindset from “What are we making?” to “What are we saying?”
This is one of the key insights Alex Cohn drives home in the latest podcast episode of Crossing the Axis, where we discuss what it takes to move from production vendor to strategic partner, along with practical tips on how to think like an agency.
Alex brings decades of experience leading production at the legendary LA agency Zambezi and heading digital content at their subsidiary, Fin Studios. He shares how production companies can expand their role by taking ownership of strategy, not just execution.
For example:
🎬 Move beyond delivering assets.
Think in campaigns. Instead of just producing a single video, consider the entire content ecosystem. What companion pieces, cutdowns, and social extensions could amplify the message?
🎯 Understand the client’s business goals.
Agencies don’t just make great creative—they align it with KPIs. Whether it’s increasing brand awareness, driving conversions, or repositioning a product, knowing the end goal ensures you’re making work that matters.
💡 Develop a “core creative idea.”
Borrowing from agency models like Coca-Cola’s CCI (Core Creative Idea), this approach ensures every piece of content ladders up to a singular, strategic message.
📣 Sell the idea, not just the execution.
Great work doesn’t just happen—it gets approved. Agencies spend months selling ideas internally before production even starts. If you want a bigger seat at the table, you need to master the art of getting buy-in.
This shift isn’t a requirement for production companies. You can absolutely stay in the lane of pure execution. But if you want to command higher fees, be involved earlier in the process, and make a bigger impact for your clients, this is the path. Yes, it’s more work. Yes, it’s harder. But the rewards are greater—higher revenue, stronger relationships, and the ability to create work that actually drives results instead of just looking good on a reel.
If you’re serious about evolving your production company into a true creative partner, this episode is for you.
