Commissioning creator video in the UK
The hard part of a British campaign is rarely the video. It is everything that happens around it: who has to approve it and in what order, whether it may be shown on television without being remade, what a retailer will accept in its own media, and whether you could take the whole thing down in an afternoon if the product turned out to be wrong.
7 guides
Improved by Everybody Who Saw It
UGC rarely dies in production. It dies in approval, and it dies by being improved, which is why nobody in the room can see it happening.
In retail media your customer is the retailer, not the shopper
The supermarket sells you the space, sets the spec, approves the creative and owns the measurement. That changes what the video has to be.
The clause nobody negotiates is the one that gets the video down
On the day a product is recalled or a claim turns out to be wrong, you discover how much of your published content you cannot actually remove.
The moment it goes on television it stops being content
A creator video that works on social can fail broadcast clearance on four separate grounds, and three of them are decided before anybody films.
What Goes in the Box
Everybody writes about the brief. Almost nobody thinks about the parcel, and what is inside it decides half the messages that follow.
You Did Not Sell Them Views
The video did not perform and the message has arrived. What you say in the next hour decides whether this becomes your fault permanently.
You own four hundred videos and can use maybe sixty
Two years of commissioning leaves a folder nobody can audit. The expensive part is not storage, it is buying again what you already have.