MarCom Professional

Working Dog is back making satirical comedy on the ABC, this week enjoying big ratings for the first episode of The Hollowmen (and a funny show it is too).

In an industry where most producers churn out more misses than hits, Rob Sitch, Tommy Gleisner & Co have an enviable and consistent track record in producing TV shows and movies (and the occasional book) that strike a chord with consumers.

Think Frontline/The Castle/The Panel/Thank God You're Here etc - plenty of winners...and with The Hollowmen, Working Dog again generated another wave of buzz in anticipation for one of their shows.

SO WHAT CAN BRANDS LEARN FROM THE WORKING DOG TEAM?

Go with your heart and stand by your convictions. Don't try and second guess the public or use research as a crutch. I may be wrong but I am 99.9% confident that Working Dog has never held a focus group for one of its shows. Ever! The team is highly independent and free-spirited, and it shows.

Ensure quality control and set high standards. Everything you hear or read about Working Dog is that they are perfectionists who strive for excellence in everything they do. Sure, that might cause angst at times, but the final product generally speaks for itself.

Don't release product for the hell of it. Unfortunately, companies today are under extreme pressure by shareholders to continue to pump the bottom line, and that often means releasing new products and developing new services, often when they probably shouldn't (brand dilution, anyone?). The Working Dog guys simply produce stuff when they feel like it and the creative juices are flowing. It ensures output of consistently high quality product and people don't get sick of their offering, but hey, I'm a pragmatic guy and I know this is a tough rule for any brand to swallow! 

Let your fans do the talking. Working Dog is in an enviable position whereby pre-release (whether book, film or TV show) media and consumer buzz tends to ensure a strong 'opening night'. Build a community of hardcore fans, make sure your product is up to scratch, and word of mouth will often take care of the rest (with a little help from the PR team).