The latest EVCOM Video Club Lunch brought together a strong mix of creative leaders, agency heads, and strategists from across the corporate video sector. Among those present were Gabe Whitehead (Fractional CMO), Barnaby Cook (CEO, Auspicious), Andrew Smith (Chair of EVCOM), and other prominent voices in the industry.
The lunch served as a relaxed but thought-provoking space to share ideas, frustrations, and forward-thinking strategies. Here’s what stood out from the conversation:
Outbound Marketing Is Losing Its Edge
There was general agreement that traditional automated outbound marketing—once a reliable tactic—is no longer delivering the results it used to. In an era of AI-generated messaging and saturated inboxes, it’s become increasingly difficult to stand out. The consensus? It’s time to double down on more strategic, personalised outreach and lean into marketing that reflects human understanding, not just automation.
The Producer Problem: Recruitment Woes Continue
A recurring theme was the ongoing challenge of recruiting talented producers. Whether freelance or permanent, finding the right people is tough. Several recruitment agencies were recommended, and the discussion touched on the need for clearer internal strategies around when and how to engage freelancers versus employees. Talent management remains a strategic issue for many.
The Real Challenge: Getting in the Room
Across the board, the most pressing challenge voiced was simple but stubborn: getting meetings with new clients. It’s not just about sending more emails—it’s about access. Many attendees noted that potential clients often don’t engage until they absolutely need a solution, making it hard for agencies to build rapport or offer value earlier in the sales cycle.