The business model of Blink is one that is constantly adapting to the demands of the content market. At the moment, appetites are big; clients want global content at scale and delivered in a timely fashion. Whether it is custom content or high volume production (HVP), Blink’s Senior Account Manager, Matt Egbert, has his eyes on re-imagining visual storytelling and how we see, and consume, impactful content.
“Storytelling is the most important through-line of history and humanity,” Matt explains. “This umbrella term we’re using when we say ‘content’ — to me, that’s just how we define contemporary storytelling.”
“The best way to reach people with content is through a visual medium they can easily access. And this is where we come in. Our expertise homes in on the needs of clients, the needs of audiences, and the creatives we work with.
Matt Egbert has been critical in developing the Content Studio, which has partnered with a host of brands like Google, AT&T, PayPal, Herb, AirBnB, Instagram, HP, and others. “Each project has its own unique twist; it challenges you to approach project development, budgeting, and execution in a new way. And every time you do it, you’re learning; how you operate the next time, or the next project after that — it’s a great way to grow and develop.”
Herb is a partnership that has stood out for Matt. “This cannabis company wanted to tell an important story that centers around Jim McMahon, a former NFL quarterback and a favorite of mine when I was a kid,” Matt remembers. “It was a timely, socially conscious production that showcased Jim’s experience transitioning off opioids; replacing them with CBD and cannabis to treat pain that he had after his football career ended. It is a unique story that we had not really told for any of our customers.”
“More recently, we’ve worked with WeWork to create content for all the spaces they’re opening in major cities around the world. It is an ongoing HVP project and takes a lot of time planning and negotiating the mechanics. With hundreds, if not thousands, of moving parts and individual contributors, this is really one of the largest-scale teamwork examples I’ve ever seen or heard of, and I’m really proud to play a part in that.”
To cultivate lasting relationships with clients, Matt brings three-part ethos to the table:
These rollover to his relationships in-house. “Our EPs and Producers at Blink are heroes. I get to spend time working directly with them — we’re a family here — and our communication is key to project success. I always want their input on project details — and those things inform how projects get developed, budgeted, and executed. Open communication is important for the creative problem solving needed to keep projects on track.”
To keep up to date with trends, Matt is always looking to the future of visual branded content. “Excitement over VR & AR has plateaued since the hardware is still developing. I do think that some form of wearable device or physical augmentation will become a medium that we’ll create content for in the future. And, honestly, Blink is suited for it because we are committed to building and fostering a community of ambitious creators — and they are ultimately the ones that will create the visuals we see on new formats years from now.”
Though of the day: Care about what you do and be there for people when they need help.