Watch Agency Production Leaders Discuss 'How Much is Too Much' in Strategic Production

At this year’s LBB & Friends Beach in Cannes, LBB CEO Matt Cooper spoke to a panel of experienced adland agency and holding company production leaders to find out how they define 'strategic production'. On hand were Matt Blitz, EVP, executive director of agency production at FCB, Dave Rolfe, global head of production at WPP & Hogarth, Sergio Lopez, CEO of Omnicom production, Claire Young CEO of Girl&Bear and Zak Tucker, CEO and president of Harbor.

The conversation’s focus shifted dynamically between road mapping, brand-first thinking, adaptability, creative enablement, speed and personalisation. The production leaders discussed the shifting landscape of producer roles, the growing importance of understanding data and insights as well as the challenges that come with navigating conflicts of interest in advertising production.

Of course, AI entered the talk too, which further underscored the crucial role of flexibility, in order to maintain creative excellence and support the future of businesses. The mood was one of embracing change and ramping up collaboration, especially when it comes to mixing creative and tech-minded people, which will ultimately be the culprit behind driving innovation and protecting craft.

And if you take one thing away from this talk, it will be that change, particularly in production departments, is inevitable. How and why, find out by listening to the panel below. 

All of the LBB & Friends Beach panel videos, brought to us by content sponsor MCA can be found in this collection.