Smart Production Is the Smartest Move a Brand Can Make, Waitrose Says

On May 1st, the Advertising Producers Association (APA) will debut Production Unplugged – a new kind of event designed to break down silos and get brands closer to production companies. Part expo, part deep-dive learning experience, Production Unplugged is a bold, fast-paced forum built around six curated zones that highlight the themes modern marketers care most about: agility, smart production, customer experience, ESG, innovation, and connectivity.

But this event isn’t just a logistical rethink, it’s a strategic one too. Shaped by the APA’s foundational report earlier this year, it reflects the growing recognition across the industry that production needs direct connection with brands.

But let’s talk a bit more about one of the most future-facing of these curated themes – smart production. Leading the conversation on that front is James Turner, partner and creative lead at Waitrose & Partners. With a clear-eyed view of today’s omnichannel landscape, James is bringing real-world insights from inside one of the UK’s most beloved retail brands.

“In this multi-channel, always-on world,” he says, “where brands have increasing demands for content and omnichannel ambitions, smart production is a necessary evolution.” The traditional, siloed approach – where planning, creation, and publishing operate in isolation – is no longer fit for purpose. “It’s wildly inefficient,” he adds, “in both cost and brand advocacy measures.”

At Waitrose & Partners, smart production isn’t just a buzzword, but a business necessity. Recently, the brand partnered with Inspired Thinking Group (ITG) to overhaul production flows, from idea to execution.

“We’ve looked at the entire end-to-end process,” James explains, “from briefing and prioritisation, to reviewing and adaptation. But possibly the biggest advantage is being able to utilise their up-to-date systems and tech.”

This tech investment goes beyond automation or speed – it’s about clarity. According to James, “brands need robust digital asset and content management systems, highly accurate adaptation capabilities, and most important of all, the ability to track and communicate performance.” Without those foundational tools, production becomes reactive and fragmented. With them, it becomes responsive, consistent, and truly strategic.

So how does this translate into day-to-day agility? “When everyone is aligned around a strong system and a clear process,” James says, “you stop wasting time on admin. You’re not chasing files or going back and forth on confusing briefs. That time gets repurposed into what really matters – opportunities and ideas that differentiate your brand.”

And while smart production can deliver big wins in terms of efficiency and cost-effectiveness, James is clear that it’s not a one-size-fits-all fix. Brands need to start with an honest audit of how they’re currently operating, in James’ words.

“Put the time into getting a clear picture of where you are now,” he advises. “That way, you can identify the areas that will make the biggest difference – and be able to clearly demonstrate return on investment.”

For anyone imagining that smart production might slow down or suffocate creativity, James would endeavour to challenge that assumption. In fact, it’s often the opposite. By freeing teams from repetitive, low-impact work, smart production gives space back to the thinkers, makers, and creators. It’s all about making room for great ideas, not replacing them with systems.

As the Smart Production zone at Production Unplugged opens its doors, it promises to be more than a walkthrough of new tools. Think of it as a strategic roadmap for modern marketers, built not on theory, but on the kind of real-world experience James and his team draw from every day.

“Smart production isn’t a trend,” he says. “It’s a smarter way to work – and the brands that embrace it now will be the ones leading tomorrow.”

If you would like to attend Production Unplugged, you can purchase tickets here. We’re offering 25% off for LBB members with the code ‘LBBEXCLUSIVE25’.