Smart moves in corporate communication

There are those who like the security of knowing what tomorrow brings. There are others, whose career runs a less predictable, but a far more exciting path. Michael Fairbairn is one of those people who is constantly looking for the next challenge, finding new ways to work, trying out things for himself. Throughout his career, Michael has been on the move, first swapping his life as a store manager (for Waitrose, a major UK chain of supermarkets) for a  senior role in training, then moving on to work as a hands-on producer, responsible for the company’s new media production, which includes internal communication and training programmes. 

A fresh approach to quality video

While working as a store manager in a Waitrose store, Michael became interested in staff development and training and decided to study part-time for a degree in Personnel. Ten years ago he made the move to Waitrose Training, the London based training centre for the group. His work initially involved producing and writing training courses, handbooks and other training materials.

Like many organisations, Waitrose need to keep their employees or ‘Partners’ up to date with a wide range of issues ranging from health and safety to product knowledge and corporate information.  At the time, Waitrose employed a number of different production companies to work on various internal corporate videos.  The company is well known for its emphasis on quality and the exceptionally high standards in terms of the product offering. That high quality approach has also become the hallmark of all external and internal communication programmes.

I wanted to maintain continuity in style and approach while creating programmes that were individual, informative and had high production values.

Less is more – stretching budgets to the limit

Over the many years that he has worked for the company, Michael has absorbed the ethos of quality that is inherent in the company brand. He soon realised that if video was to work effectively and to reach the wide internal audience, he needed to take more control over the video production process. “I wanted to maintain continuity in style and approach while creating programmes that were individual, informative and had high production values.” 

As in-house producer, he brought a depth of company knowledge to each production, working closely with his freelance production team at every stage of the production process. A keen observer and a very quick learner, he soon began to realise the creative capabilities that were possible in the editing process. Michael explains, “As I sat and watched someone else edit, I became increasingly frustrated at being an onlooker”. Working with limited corporate budgets, he needed to make cost savings while producing a growing number of high quality programmes.

I became increasingly frustrated at being an onlooker.

Undaunted by the technology, or perhaps inspired by it, he decided to take matters into his own hands. He booked himself onto an Avid Media Composer Course, determined to get to grips with editing techniques. For a few years, pressure of work and timescales prevented him from taking over the editing completely. When time allowed he worked solidly on building up his own expertise and now, with Avid Xpress Studio Complete, he enjoys the challenge of being in complete control of his own footage. Making the move from client to hands-on editor was a shrewd move.  Working with Avid Xpress Studio, he combines his commercial experience with his technical skills to produce stunning internal communications programmes for a huge internal audience.  Driven by the need to create high quality programmes on limited budgets, Avid Xpress Studio gives him all the tools he needs to explore the creative possibilities while making cost savings to re- invest in future productions. “Working with Avid speeds up the process and allows me the freedom to create first-rate productions within limited corporate budgets.”

Experience the difference

Michael’s work has taken him from the frozen seas in Iceland, to the warmth of New Zealand and many places in between. At Waitrose, product knowledge is considered extremely important. Whether it is lamb in New Zealand, olives in Italy or wine in France, Michael and his hand-picked crew travel the world to meet the people involved and bring back the best footage.  On his travels, Michael says he keeps his eyes open for other opportunities for filming “I have compiled a huge stock library of useful material and interviews which I keep for use on future programmes”. 

Working with Avid speeds up the process and allows me the freedom to create first-rate productions within limited corporate budgets.

Michael is adamant that working on programmes designed for a corporate audience is as exacting as producing material for the commercial marketplace. He comments, ‘As far as I am concerned, my programmes reach the same people that are used to seeing high budget films on TV. The fact that I am aiming at an internal audience makes no difference.  People have high expectations, so I have to produce first rate programmes – every time.’  Each new project has to go through a wide approvals process involving many people within the organisation. Working with Avid Xpress Studio, Michael speeds up the process, and ensures that each production runs smoothly and efficiently to deadline. Apart from his initial training on Media Composer, he has taught himself to use the various Avid systems. “I found it really easy to learn with Avid. I am keen to experiment and to use technology not just for the sake of it but to deliver results within my budgets.”

I found it really easy to learn with Avid.

Completing the Circle

Michael’s story is one that will appeal to those who have come in to the business from a different angle. He has managed to make the move from retail through to production largely through his own creative flair and willingness to learn. His challenge has been to keep on producing programmes for the same audience, but to make each one fresh and new, and it is a challenge he enjoys. Michael has recently set up his own independent production company, 1010 Media Productions, where he will continue producing corporate material for Waitrose, with the added excitement of extending into further opportunities with other clients.

People have high expectations, so I have to produce first rate programmes – every time.