A film school graduate who previously worked as a freelance video editor and producer, Rory Pearson hadn’t planned on working in a PR agency. But he now works as a senior producer within Weber Shandwick’s Studio team and loves the diversity of work the role has been able to provide. Rory has been part of the team for 3.5 years, delivering work across various practice areas.
“After film school, I dabbled as a cinematographer and did freelance editing. Joining Weber Shandwick has allowed me to learn about everything involved in content production. And as Weber Shandwick has evolved from a traditional PR agency into an integrated marketing and PR agency, I’m able to use that broad foundation of knowledge to focus on where I can most add value for clients,” says Rory.
Creative direction is key to engagement
These days, clients require visual assets and creative solutions to help solve their business problems. As a result, Rory’s role within the team has grown to be involved in the receiving of briefs and insights from client teams. Rory then works collaboratively with a digital strategist to generate ideas and develop innovative solutions to help their clients.
“Part of my role includes developing a creative approach so that the client teams can present strong concepts in pitches,” says Rory. “We’re involved in everything from developing the idea with the team, getting approvals, managing pre- and post-production logistics – everything that’s involved in going from an idea to a fully-realised piece of engaging content.”
As Weber Shandwick’s video and content production work has grown, Rory often works with a diverse team including videographers, cinematographers, sound engineers, editors, motion artists, designers and photographers to produce high quality work for both internal and client requests.
It’s all about story
The video and content work produced by the Weber Shandwick team is no longer straightforward event coverage designed for distribution to media outlets. The team is regularly developing work designed to be used across a range of channels in integrated campaigns.
An example of a recent campaign was the development of a travel documentary for a food and beverage brand. The studio followed two brand ambassadors on a trip to Japan to explore Japan’s culinary culture. Working from concept to creation, Rory and the team pitched the idea to the client and worked with Weber Shandwick’s global network to brief and commission a crew in Tokyo.
“It’s so rewarding when clients employ us to take risks. They are trusting us more and more as we base our work on strong strategy, research and insights. We’re developing great creative and as a result we’re winning bigger projects. It’s an exciting time to be part of the team at Weber Shandwick,” says Rory.