Archibald Williams launches targeted video department to address changing face of customer communications

Archibald Williams has launched a targeted video department in response to the increased client need for personalised customer communications, and the evolution of video production.

The idea was born out of AW’s customer communications work for Mastercard and Citibank across the APAC region which has seen an increase in the use of video to inform, educate and excite customers within the creative mix. Additional language, product and messaging variations also increased the need for the creative development of video and production to be inextricably linked to the creative process.

The result will see Archibald Williams change the structure of the skillsets in their creative teams which will now include a customer experience director and audio visual director to complement the existing art director/writer roles.

The new video offering will include the ideation, development and production of videos in-house, and should appeal to clients who wish to maximise their investment in martech technology and have a desire for personalisation in a visual form.

Says Kiranpreet Kaur, head of client and strategic services at Archibald Williams: “We’re thrilled to launch this offering (officially) because we already know it works. The exponential growth of video content consumption is undeniable, but can easily become a trap for brands, if executed poorly. Our experience of delivering a product message via video across 17 markets in an efficient way has been an opportunity to build up our team around a scalable and agile model – one that not only delivers creative that emotionally connects with consumers, but drives real business results for our clients.”