The Many Multiplies with the Launch of Plus Plus: The amped-up production company expands capabilities and charts its own course as a sister agency to the advertising shop
By Egotist / /
Los Angeles-based advertising agency The Many announced today the launch of its sister agency and multi-service production company, Plus Plus.
As exemplified by its name, Plus Plus represents the evolution of production to include ideation and execution for all production categories including branded content, commercials, experiential, filmmaking, design and photography. Its relationship with The Many allows the company to draw upon traditional agency services including media, social, strategy, talent acquisition and public relations to create a tailored fit for every client’s specific needs and ensure the effectiveness of the brand’s output. It also supports The Many’s nimble approach to accommodate a range of clients, from AOR to project-based, who may not require full agency services, at which point Plus Plus steps in.
“To be effective in production today, we have to go beyond just being a world-class production service entity and tap into the breadth of agency capabilities at our fingertips,” said Dave Horowitz, Executive Producer. “The development of Plus Plus has been a very organic process—it began with such a high demand for content from clients at a fast pace, and what we’ve learned is that it’s simply unrealistic to outsource every project to third parties. Instead, you have to be dedicated to the work.”
In 2013, The Many set up its production arm to service both agency clients and its own. The launch of Plus Plus is a formalization of that business function that allows the production company to hit the ground running with a client roster that spans brands, agencies and content platforms such as NOS Energy Drink, Discover Los Angeles, STARZ, E!, United Way LA, Australian Agency Emotive, and Music Video Media. While the bulk of the production studio’s work is direct-to-client, it continues to execute projects for The Many, supporting the agency’s need to move fast and effectively. However, Plus Plus never bids against other production companies for projects from The Many.
Another added feature of Plus Plus is that each of its employees serves a dual role, whether that’s being an executive producer plus director or composer, or a line producer plus an agency producer. This allows the company to maintain flexibility and efficiency for its clients and the work it shares with The Many.