How Leah Lanza Handles Publicis Groupe Canada’s Production with Precision
Earlier this year, Publicis Groupe Canada announced the arrival of Leah Lanza, who has taken on the role of senior vice president, chief production officer. Meaning she is now responsible for all strategic oversight across all production units in Canada, as well as for iconic production division, ThePub, this move represents the culmination of her 17 years of experience across both agency and brand-sided work.
In particular, of great importance to Leah is creating a path forward that enables clients to come to the forefront in a relevant way, while on a logistical side, encouraging eco-friendly production, diversity behind the scenes, and the ability to turn around work in a tight time frame and cost effective way. Notably, under Leah, ThePub will continue its mandate of capturing both the American and Canadian markets, boasting better rates while offering top class production service in an industry that’s more competitive than ever before.
To discuss her arrival, what the early days have been like, and where she aims to take the production side of Publicis in 2024, LBB’s Josh Neufeldt sat down with Leah for a chat.
LBB> Obviously, the big news is that you’re the new SVP, CPO of Publicis - congratulations! How did his opportunity come to pass, and what inspired the decision to join?
Leah> To say it’s a dream opportunity would be an understatement! Years ago, while I was at Leo Burnett Canada managing the Bell account, I recognised the unique contributions and services ThePub productions was offering. We know time, budget and resources are all a challenge for current day marketing, so to tap into an end-to-end craft solution was win/win. Not only does ThePub offer a smart approach to solution-based production, it executes with style. So, because I had a great experience working in collaboration with the team and because I believed in its future-forward vision for full-funnel production implementation, I jumped at the opportunity to join and pave the path forward.
LBB> Notably, you’ve previously been on both sides of the table, with past history as an account director, and more recently, marketing communications director at Bell. How do all of these experiences influence the approach you’ll be taking at Publicis?
Leah> It’s a great question, and one I’ve been reflecting on myself. I grew up in a family of media print practitioners, journalists, politicians and educators, so my inspiration to create, educate and deliver a powerful experience comes naturally. My colourful path in the world of communications has afforded me a wealth of diverse knowledge that only strengthens my belief that no matter your role, people are the heart of what we do, and they need to be the focus of the craft. If we aren’t driving the bus forward with consumer consumption and needs in mind, then brands become stagnant. It’s the people-first logic that I will apply to how we solve business problems, as well as use to bring ideas and brands to the forefront in a relevant way.
LBB> Specifically, what made production the right part of the business for you at this present time? Is this a changeup you’re excited for?
Leah> I am absolutely thrilled, and indeed, it feels like the perfect timing. Throughout my career, I’ve always had a parallel involvement with production, and even during my days in experiential marketing, I served as a project manager. This has given me a deep appreciation for the complexities involved in bringing ideas to fruition.
Now, ThePub is in no way trying to be a creative agency – we have amazing partners like Leo Burnett, Saatchi, Publicis and Falon who do that well – but we are in the business of making, and production is not the production of old. The industry is going through what I’d like to consider a facelift. From the adoption of social impact in our service models, to delivering on a more-for-less business reality and leading transformation with tech and AI, the nips and tucks will be transformative. And with these shifts, there’s a fundamental need for production partners to have a POV in terms of how craft brings an idea to life seamlessly and accelerates it across media and platforms. We do not simply represent execution - we curate experiences, with a unique access to tools and tech, and an organic approach that connects the creativity and brands to the people in the ways in which they consume.
So, being a part of the triumvirate efforts of creative, production and media – where we collectively create work to charge the lives of consumers – is wildly appealing as someone who likes to drive positive change.
LBB> As part of this, you’ll be privy to some cool opportunities, including leading strategic oversights for all production units in Canada. What are the big priorities in the present? And what are you expecting to see as 2024 develops?
Leah> The industry is going through waves of unpredictability driven by economic shifts, technological breakthroughs, and the increasing influence of social impact. There is a pressure to do more, with less. Our teams are asked to meet increasing demands for platform diversity, personalised content, and consistency, all while facing tighter timeframes and budgets.
Leveraging the power of AI will be key in succeeding, so that is something we’re keeping a close eye on. Additionally, our dedication to the social impact of production is key. Whether it's addressing concerns about carbon footprints or promoting diversity in front and behind the camera, we're actively implementing tools and programmes to infuse a social focus across our business operations.
LBB> Another crucial part of your job is overseeing ThePub, meaning you’ll have some cool resources at your disposal! What does that feel like, and how will these enable you to work in ways other production hubs can’t emulate?
Leah> It is incredibly invigorating. Working alongside some of the industry’s greatest and emerging talents is a privilege, as each brings their own insights and skills to the table. With a diverse team encompassing business thought leaders, strategists, creatives, and directors crew, we’re equipped to envision and implement any project with precision.
As for the second part of the question, our capabilities at ThePub are unmatched in Canada, thanks to our built-in studio, shooting stage and diverse talent pool. But more than that, our competitive rates compared to US production hubs set us apart. We pride ourselves on seamlessly realising any project, from conception to launch, ensuring optimised craft throughout. ThePub truly is a hidden gem, and I intend to showcase its brilliance alongside the team.
LBB> You have a mandate to continue strong business in Canada, while also growing and expanding into the US market. How will your approaches differ between the two countries, if at all?
Leah> Our approach is the same with every client, regardless of their size or location. It’s all about mining the right data to uncover the right insights in a pursuit of developing impactful ideas – ones which are then brought to life through craft. The beauty is, we are living in a borderless world, and our business is proof of that. There’s a reason why Toronto is called ‘Hollywood North’. We have incredible craft, and production prowess. The content is limitless, the talent is limitless, and our team is leaning into that every day. We transcend any implied barriers and provide viable craft solutions across not only North America, but globally.
LBB> Building on this, as a whole, what are your thoughts on the state of Canadian production at the moment? And is there anything you’re hoping to help Publicis do better now that you’re here?
Leah> Production is undergoing a much-needed evolution. For ThePub specifically, driving these changes hinges on cultivating business-minded leaders, not just subject matter experts. I aim to reinforce this approach by fostering an environment where strategic thinking and innovation are paramount, but also where the right amount of curiosity is inspired and encouraged.
Historically, brands thrive off consistency, but in today’s ever-evolving landscape of consumption, sticking to a regimented playbook is tricky. In production, our superpower is taking an idea that was birthed from a brand's ethos and nurturing new growth and potential across various life cycles. There’s an inherent flexibility in craft that allows us to build up and out per the tech and tools we specialise in. While we never take liberties with brand standards, we do define the art of the possible and test boundaries based on the medium, and the audience in mind.
Finally, as advertising partners, we must always be learning, always be educating, always be innovating, and always be on top of what’s culturally relevant to ensure the brands we represent are engaged and performing end to end.
LBB> Are there any particular clients or projects you’re excited to work on in the imminent future? Please tell us about those!
Leah> I’m just excited to work in the business of making. The production industry is incredibly dynamic, and its ongoing transformation adds an extra layer of excitement. At ThePub, we’re fortunate to have a diverse portfolio of clients including pro-bono projects with NGOs, SMEs, and multinational corporations, across the US and Canada. It’s inspiring to work in an industry where creativity knows no bounds, and every day presents an opportunity to craft innovative solutions tailored to our clients. Witnessing these ideas come to life and evoke positive reactions, or even drive meaningful changes, is one of the reasons I'm happy to get to work in the morning.
LBB> Finally, for the people who’ll be getting to know you and working under you, is there anything you’d like them to know?
Leah> I want to emphasise the importance of understanding that we are always in the service of our clients. Regardless of your role, it’s crucial to grasp their business realities. Additionally, I encourage everyone to embrace change, remain curious, and always be open to new ideas. These qualities not only drive our clients’ success, but also propel our own business forward.
Having said that, it’s not just about staying on top of advertising. We need to bring an outside perspective in. I am a strong believer that stepping away to enjoy slices of life reboots our creativity, our capacity and engagement. Sure, my job is a big part of who I am, but it doesn’t wholly define me – I have two beautiful daughters who ground me and remind me to hit pause from time to time. I come from a background of theatre and dance, so continuing to find outlets where I express myself unabashedly is key to my happiness and development. And so, I encourage anyone I work with to embrace their yin and yang, as that’s how we truly feel fulfilled and inspired.
