Publicis Production Leads Charge to Unlock True Value of Content
Sergio Lopez-Ferrero, global CEO, Publicis Production, comments, “As a strategic partner with a unique understanding of the industry category, we can revolutionise production solutions in the advertising and marketing industry in a number of ways.
“By operationalising the content supply chain, less time will be spent on the ‘how’, and more on the ‘what’, helping clients create the right amount of what they truly need. Catering to distinct audiences will then translate into more impactful campaigns, ultimately driving value for clients. These custom and streamlined approaches will thus maximise efficiency for optimal results, resulting in a significant reduction of resource wastage and time expenditure.”
Recognising the specific dynamics of each sector, as well as the need to generate more relevant content at scale, Publicis Production has organised its client servicing leadership around different industries. This diverse cohort of professionals - helmed by healthcare industry lead, Tyler Cunningham, and retail and CPG industry lead, Chira Schaad – will utilise their category-specific expertise to offer bespoke solutions that unlock the true value of brands’ content.
Mariusz Urbanczyk, CCO, comments, “These carefully chosen individuals are crucial for offering clients industry-specific expertise across the production content supply chain, which is why we have appointed industry leads across three of our biggest verticals, CPG, retail and healthcare. Together, we form a dynamic force, ready to turn client challenges into a unique opportunity to unlock the value of content.”
The new model is supported by the company’s extensive tech stack which harnesses industry-specific data to provide invaluable insights into the unique dynamics of each sector. This ensures informed decisions are made and tailored to a client’s strategy. Some of this tech includes: PX (which launched earlier this year), a state-of-the-art production technology in partnership with Adobe that’s the backbone of the content supply chain and will enhance delivery hubs under the future-facing PXP brand worldwide; DCE, an AI-powered dynamic video optimisation tool in partnership with Meta; VAA, an AI content performance analyser.
Sergio further explains, “In beauty, the team has begun to use generative AI to quickly change backgrounds and alter copy, accelerating the production of personalised content. In the automotive industry, CGI models are allowing them to place vehicles in diverse settings, adjust colours, and modify features to resonate with the target audience. Within healthcare, meanwhile, they’re leveraging AI to expedite the medical-legal review process and assess creative assets.
“With over 120 clients around the world, it’s imperative that we provide industry-specific and company-specific approaches, putting them on the fast track to solve not just their production and marketing challenges but, importantly, to meet their unique business goals. Our client leadership team makes us ideally positioned to unlock the value of our client’s content from craft to conversion”, Sergio concludes.
