Content That Connects, Episode 5 - Omnicom Production Is Centring Creativity
Little Black Book (LBB) and AdFusion™ from Comcast Technology Solutions (CTS) return with the fifth episode of ‘Content that Connects’. Gathering the brightest minds and voices in the industry, the production-focused series tackles topics such as purpose-marketing, in-housing strategies, and sustainability within the production landscape.
In this episode, LBB’s Americas reporter Ben Conway meets some of the team at Omnicom Production, the centralised production team for what is projected to become the world’s largest agency holding company, Omnicom, which promises to deliver “a new type of production for a new type of world.” Taking part in the discussion today are global CEO, Sergio Lopez Ferrero; global chief strategy officer, Angharad ‘AJ’ Jones; head of studio, New York, Sarah DiLeo; and global chief creative officer, Eva Neveau.
The discussion begins with Sergio sharing insight into the launch of Omnicom Production in July 2024, which brought together Omnicom's global production capabilities. Sergio explains that it came from the need to “merge two worlds that have been separated: the type of advertising that builds brands, and the type of advertising that drives performance”, to truly connect content with audiences.
AJ delves into the streamlined approach that the model offers clients, sharing that it’s engineered to suit its clients’ specific needs and requirements, allowing it to live up to the promise of being “omnichannel, omnimarket and omnitarget”, whilst ensuring creativity and innovation remains at the forefront. She touches on the positive and “transformative” effect that it has for clients, sharing that both the team and clients are excited about unlocking its full potential.
Sarah goes on to discuss how the Omnicom Production model allows collaboration with agency colleagues at every stage of the process, from ideation, to production and execution and delivery. Whilst Eva comments that it’s a privilege to work together on a model shaping the future of the industry: ”No one ever said that change was easy, but it’s almost always worth it.”
Coming from a creative background, she also discusses the importance of Omnicom Production “centering creativity as a business process”, which allows people from different backgrounds, even from outside ‘traditional advertising’ to play a bigger part in decision making.
There’s a clear sense of excitement exuding from the group, as they relish in the prospect of creating something new and innovative within the world of advertising, as they look to become what Sarah describes as “the production agency of the future.”
