Graphic with the words “Commission Impossible” in bold white and pink gradient lettering, alongside a colourful bar chart icon and a glowing hourglass on a dark, futuristic background.
Part One of Two

Commission Impossible

A Middle Table research film. We spoke to over 100 B2B marketers about what actually gets in the way of producing great video. This is what they told us.

Coming up in Part Two After watching, register below to unlock Part Two. We explore what creative originality demands, why 7% satisfaction should worry everyone, and what the best marketers do differently.

Unlock Part Two

The conversation
continues.

Part Two picks up where Part One leaves off. We explore why just 7% of marketers are fully satisfied with their video output, what creative originality actually demands, and how authentic storytelling is becoming the sharpest competitive advantage available to B2B brands.

Fill in your details to unlock Part Two.

Your details are held securely and used only to provide access to the film and, on occasion, relevant insight from Middle Table. You can unsubscribe at any time.

What you will discover in Part Two

01Why only 7% of marketers are fully satisfied with their video output
02What creative originality means and why predictable work gets ignored
03Why defying expectations is the oldest storytelling principle and the most overlooked
04Why authenticity is now the sharpest tool in a marketer's arsenal
Your request could not be saved. Please try again.
Your request has been successful.

From the film

The 5 commissioning
principles

Part One surfaces five principles that consistently separate organisations that get great video from those that keep producing work that underdelivers. They are not complicated. But they are rarely followed.

Part Two explores what happens when you put them into practice and what creative ambition looks like when commissioning is done properly.

01
Start with the business outcome, not the deliverableDefine what success looks like before you brief a single frame
02
Define objective versus subjective feedbackSeparate what must change from what is personal preference
03
Agree decision-makers at the outsetKnow who has final sign-off authority before production begins
04
Plan for multi-use return on investmentSweat your content across channels, formats and moments
05
Measure impact before you hit recordAgree the metrics that will define whether the work succeeded

Key findings from the research

50%say time is their biggest barrier to producing more video
47%say budget justification blocks or delays production
56%say C-suite sign-off is required for video projects
51%can go from idea to delivery in under four weeks

"The best and most brilliant work comes through from finding creative relationships and partnerships that know how to make the impossible possible."

From the film