Publicis Production Revolutionises Production Solutions With Industry-Tailored Content Creation
Why industries matter
No two industries' content needs are the same. Recognising this, we have focused on tailored strategies for each sector.
If we think of the consumer journey for an automotive brand, consumers do their research before spending that large sum of money – they want to compare options online and then physically test-drive vehicles before deciding to purchase. The consumer journey for beauty products, however, is quite different – it lives mostly in social channels and requires reactive content to move at the speed of culture.
By understanding these differences, we're choosing to not just follow the conventional production model. Instead, we're fundamentally altering our approach by focusing on unlocking the true value of content. This shift necessitates specialised strategies and leadership for each industry.
Specialised Strategies Unlock More Value
Our industry-specific approach is not a tactical decision; it's a strategic directive and is spearheaded by visionary leaders and a team with unique industry-specific experiences
including Healthcare, Retail and CPG. This top-down endorsement emphasises the importance and long-term impact. By understanding the nuanced needs of each industry, we're ideally positioned to unlock the value of our client’s content from craft to conversion.
Efficiency and Impact: The Future of Client Servicing
Having a strategic production partner who understands that industry category and can bridge business challenges with production solutions is the way to bring it to life. This approach will revolutionise content production in the advertising and marketing industry through:
- Quality: Through an optimised content supply chain, we focus on "what" to produce, not "how" This ensures clients receive the right amount of high-performing content through data-driven insights.
- Value: Tailored content speaks directly to target audiences, resonating on a deeper level. This relevance translates into more impactful campaigns, delivering greater value.
- Efficiency: Approaches that consider industry specifics such as legal requirements or levels of local nuance, maximise every effort, significantly reducing resource and wastage. This not only enhances operational efficiencies but also translates to more effective and impactful campaigns.
Harnessing the Power of Technology
Leveraging cutting-edge technology to enhance our industry-led strategic approach is a necessity which is why we have built up such a powerful tech stack. From state-of-the-art production technology to AI-powered tools, we have an ecosystem of solutions that enable us to make more informed decisions and tailor our strategies.
This includes PX (launched earlier this year), a state-of-the-art production technology in partnership with Adobe that is the backbone of the content supply chain and will enhance delivery hubs under our future-facing PXP brand worldwide; DCE, our AI-powered dynamic video optimisation tool in partnership with Meta; VAA, and our AI content performance analyser, just to name a few.
In an era where content remains king, we aim to stand at the forefront, ready to lead brands towards a future of seamless, value-driven content creation. Through innovation, industry- specific insights, and strategic technology integration, we're redefining production solutions in the advertising and marketing industry. Together, we can unlock the true potential of a brand's content.
