The advertising industry is experiencing a convergence of agency and production skills due to declining TV ad budgets and the rise of social video. In-house agency production units, once innovative, are now expected and have proven valuable, especially during the COVID-19 pandemic. While top independent production companies still exist, the volume of commercial work has decreased. In-house production offers efficiency, speed, and creative control, but challenges include maintaining perspective and boundaries. Quality is still paramount but has evolved to include content like iPhone-captured videos. Agencies are investing in in-house production to stay competitive and meet client needs without outsourcing. Creative Salon is launching a series to explore how in-house agency production is evolving, with insights from industry leaders.

Shelley Smoler, Droga5 London's first female chief creative officer, discusses her journey in the advertising industry, her creative philosophy, and the challenges she faces today. Smoler, who has created Emmy-nominated and globally impactful work, emphasizes the importance of creativity, collaboration, and adapting to the fast-paced nature of the industry. She advocates for diversity and understanding consumer culture to raise creative standards. Smoler's career is marked by significant campaigns such as The Trillion Dollar campaign for The Zimbabwean and Amazon's Before Alexa Superbowl commercial.

The Long and the Short of It, a book by Peter Field and Les Binet, remains relevant after ten years, according to industry insiders. It provides evidence-based recommendations for balancing brand building and activation in advertising. The book has been corroborated by other researchers and is still cited in the industry, despite facing criticism from digital performance-based marketers. Its principles are considered foundational for marketing, and its lessons are pertinent in the face of current economic and social challenges.

Optimism is linked to numerous benefits such as health, wellbeing, professional achievements, and better personal relationships. While genetics play a role, optimism is largely influenced by nurture and can be practiced as a habit. The article discusses the importance of maintaining an optimistic mindset, especially when faced with adversity, and provides strategies for fostering optimism, such as the 'smile and wave' approach, flipping negative viewpoints, and using Martin Seligman's three Ps of optimism. It emphasizes the choice to be optimistic and the positive impact of optimism on wellbeing.

The article discusses the transformation of the UK retail sector, focusing on the shift from physical stores to online shopping, exemplified by the closure of Topshop's flagship store and its acquisition by ASOS. It covers a panel discussion from The Drum's Deep Dive into retail and e-commerce, featuring insights from VMLY&R COMMERCE and Heal's. The growth of e-commerce during the pandemic and the importance of brand purpose, especially to Gen Z consumers, are highlighted. The article also explores the potential permanence of online shopping habits and the need for retailers to adapt to digital trends while still valuing physical stores for certain customer experiences. The integration of technology, such as VR, in physical stores and the importance of understanding customer needs across different retail spaces are discussed. The piece concludes with the necessity for brands to differentiate themselves and cater to the broader needs of their customers.

Manychat, the chatbot and app-support system for messaging apps like WhatsApp, Facebook Messenger, Instagram, and Telegram, collaborated with brand experience design company COLLINS to revamp its brand identity. The new logo and brand identity system, which adopts the design signal 'Beyond The Edge', aim to represent Manychat's interest in technology and commitment to people, as well as its automation technology and human creativity. The rebranding emphasizes customer experience, creative progression, and the brand's agile responsiveness.

Photographer Tom Harrison engaged with the London mudlarking community, photographing its members for his Mudlarks of London project. He was inspired to explore this subculture after observing individuals on the Thames foreshore and connected with mudlarker Jason Sandy via Instagram. Harrison faced challenges in convincing mudlarks to be photographed but succeeded in capturing 30 individuals, emphasizing the importance of personal projects alongside commercial work. His experience highlighted the exploratory nature of photography and its ability to facilitate connections with diverse subjects.

Justified Studio, a London-based collective, has launched a new website to articulate its commitment to sustainable change through design. Co-founder and design director Will Whiting emphasized the studio's core principles of strategy, design, and technology, and their selective project approach to resonate with audiences and drive action. Despite the challenges of the pandemic and Brexit, Whiting encourages businesses to seize opportunities for positive change and align with purpose-driven audiences. He highlights the financial viability and creative potential in the green revolution, positioning Justified Studio at the forefront of sustainable innovation.

The article is a compilation of various projects and contributions by an individual or agency in the fields of copywriting, branded content, ghostwriting, editing, social media, and production assistance. It lists different companies and brands for which work has been done, such as Stink Films, MassiveMusic, and Nexus, among others. It also mentions involvement with organizations like the Retail Summit and UN Mexico. The topics covered range from advertising and marketing to social media strategies and film production. The article showcases the breadth of services offered and the diverse nature of the projects undertaken.