Jonathan Glazier – Pepper Rafferty Creative Director
Hi I am Jonathan Glazier the creative director and co founder of Pepper Rafferty. When I am not creating marketing or product videos for Pepper Rafferty I work as a producer and director on broadcast TV shows. Currently I am the executive producer and director of Asias Got Talent. I’ve worked in Broadcast TV all my career and I am privileged to do so around the world. This is my attempt at Madarin on a call to action for Taiwan.
Asia’s Got Talent
Working on Asia’s Got Talent is one of the most amazing experiences, it’s a multinational crew and we have talent for 17 counties. Sometimes I go to work thinking this is great training for the UN! That said it really is heart warming to see how different cultures can come together with a common goal. One of the key attributes of and Executive producer is finding solutions, often in a split second. The others are critical thinking and strategic planning. Some people ask how I manage my time between both roles and thats a great question. I have an obtuse answer, in that
“what I do in each job helps inform and feed my creativity in the other.”
On a more practical level as society changes we all have many strings to our bow, the important thing is to ensure you find enough time to do justice to every project. The internet as reduced the size of our world to a lap top screen. I find that I can easily work on planning and post production while I am away, Marcus, does all the meeting and business development. We can even do post production in SE Asia. So theres rarely a conflict of interest.
The changing face of broadcast television has taught me many things, being adaptable is probably the most important lesson. The other big lesson is around social media and how important an integrated approach is to successful numbers. I am pleased that the video of last years AGT winner is the most watched video of all video on facebook you can check it out here. I think there’s a reason it has 619 million views. Its not all the act (which is very good) but its the way we produced it to tell a story. The reaction of Anggun our female judge was key to that story. Her reaction elevated the story and made it a talking point on social media. Of course we strive to do the exact same with all out acts, it’s only fair. However in this case it really worked well and together with our digital team and their integrated strategy, I believe AGT is a model for good marketing practise using social media.
Another project I am very proud to have played a major role in shaping was Sadeem. Another Pan regional show but this time entirely digital and in Arabia. I used much of what I learned on Asia’s Got Talent when developing this idea. Basically it is a talent search for digital content creators, youTubers, although many now are exclusive instagram and other platforms. But we used the same strategies. A home base on youtube drawing in viewers using instagram and facebook.
What this means for our clients
In short when a client books Pepper Rafferty they get so much more added value that most other video agencies. We are able to pull on all these experiences to offer so much more than simple location ideas and shot descriptions. We can offer ideas on distribution, timing what content works on each plat form. We understand how to make information entertaining, even the tough stuff. We can certainly put on a show, if you need an event to launch your product or company. As for live streaming, my back ground began in live news and countless hours of live TV. Facing every challenge that entails, technical breakdowns – like the one X factor suffered recently, bomb scares to streakers, even no crew due to traffic conditions. We can handle anything. And all at sensible prices!
So do think of us if you are planning a video even or campaign, we are here to help.