Before starting the agency back in 2003, our experience in large traditional agencies taught us not only how inefficient out-sourcing production can be, but also how often the ‘big idea’ gets diluted when a third party director and production team are tasked with executing it. To counter this we established an in-house TV and Digital production team at The Minimart. The aim was to create a greater sense of collaboration between client and agency at the point of production (a time when clients traditionally feel least in control). Whether we produce in-house or with a third party, we decide together on the best route forward for the brand and the project. We have found over the years that the majority of our clients have chosen the in-house route to protect the creative vision, but equally to maximise their budgets by streamlining the entire process.