Agency Model

What this is about

The agency owns strategy and creative; the production company executes. That split has priced-in consequences: agency commission or markup sits on top of production cost, and approval chains get longer because two organizations sign before the brand sees anything. Three-party communication needs discipline — who briefs whom, who approves what, in which order. Direct-to-client work is growing, but campaign production in Germany still runs largely through this model.

A term only helps when everyone on set means the same thing by it — so what follows is how it is used, not a dictionary definition.

What runs differently here

In planning terms, that means:

• Contractually the agency is usually the client of the production company, even when the brand pays
• Every approval passes two organizations — plan the timeline for that reality
• Commission and markup are part of the price structure, not hidden fees

With TillyGen

TillyGen keeps brief, scope and schedule in one shared plan, so agency, brand and production argue about the work instead of the paperwork.

Change one constraint and the consequences travel through the whole plan: affected shots are flagged, the call sheet is regenerated, and nobody keeps working from yesterday's version.