Awards fanfare, aside, Louis took us through some examples of how the Audio Agency model benefitted clients in real life.

iDidTht: Louis, just to remind us all, what is Produce’s new offering?
Louis: Whether it’s for radio, TV or online, Produce can offer you treatments, sound solutions and audio creativity on any script. This ultimately leads to the process of creativity which leads to better work.

iDidTht: Since rebranding as an Audio Agency with a focus on a ‘better process’, how has the work you’re producing changed?
Louis: Formalising our new offering has really benefited some of our clients and the work we create here. We just want to reiterate the fact that we want to be involved from an earlier stage of the pre-production process. We offer solutions that you might not even know exist and it might just make you think in a slightly different direction.

Louis: Most award-winning campaigns benefit from our new model because it allows for experimentation. With City Lodge, what you didn’t hear were the 3 or 4 versions before that never made it – all with different pieces of music, different choirs and different lyrics. On all of those versions we were convinced that we had the final cut, but two days later we realised it could be better or that there was more we could do with it. It takes time. Time allows you to process, reflect, simmer and see if there is something better.

Louis: The Doom spots went through various iterations before it became what they are. We used a couple of different voice artists with different sound design options about three months in advance before we settled on the final ones. It’s not just about having an amazing copywriter, talented voice performer, or an experienced sound team, it’s the fact that there was a process. Process takes time and that’s how we get to create great work. Working with the right people is one part, spending the right amount of time on it is the other.

iDidtht: You’ve convinced us! But let’s get down to the question on everyone’s lips. How much does it cost Louis?!
Louis: It’s free!
iDidTht: Shut your beautiful mouth!
Louis: Haha. Let me put it this way; if you have an idea and you’re gonna do the job with us it’s free. I’ll put in the time because it’s part of the service we offer and it helps both of us to create better work. Idea-share will make the product better. I don’t charge for it but it’s based on the fact that Produce will do the job. Come in and even just have a coffee with me and we can chat about how to best execute your ideas.

iDidTht: Damn, that’s money in the pocket right there!
Louis: And it also just opens your mind to things that you might not have thought about. I’m caught up in the sound side of stuff, agencies are caught up in the creative or copy side of stuff, but if we start talking to each other we start unlocking ideas.
iDidTht: And that’s how you get the best work made in this country…
Louis: Exactly.

And if you’re still not convinced that creative audio solutions plus time equal better quality work then why not give Louis a shout and take him up on that coffee produce@produce.co.za