New model is supported by the company’s tech stack, including PX in partnership with Adobe, and AI tools DCE and VAA
Publicis Production has unveiled what it describes as an industry-led targeted methodology for content production. The strategic directive was set at the highest levels of leadership, spearheaded by Publicis Production global CEO Sergio Lopez-Ferrero, and executed by chief creative officer Mariusz Urbanczyk.
Lopez-Ferrero commented, “As a strategic partner with a unique understanding of the industry category, we can revolutionize production solutions in the advertising and marketing industry in a number of ways. By operationalizing 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 maximize efficiency for optimal results, resulting in a significant reduction of resource wastage and time expenditure.”
Recognizing the specific dynamics of each sector, as well as the need to generate more relevant content at scale, Publicis Production has organized 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 utilize their category-specific expertise to offer bespoke solutions that unlock the true value of brands’ content.
CCO Urbanczyk commented, “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 optimization tool in partnership with Meta; and VAA, an AI content performance analyzer.
Lopez-Ferrero further explained, “In beauty, the team has begun to use generative AI to quickly change backgrounds and alter copy, accelerating the production of personalized content. In the automotive industry, CGI models are allowing them to place vehicles in diverse settings, adjust colors, 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,” concluded Lopez-Ferrero.
Oscar and Emmy-Winning Composer Kris Bowers Joins Barking Owl For Advertising, Branded Content
Music, audio post and sonic branding house Barking Owl has taken on exclusive representation of Oscar and Emmy-winning composer Kris Bowers for advertising and branded content.
Bowers’ recent film scores include The Wild Robot and Bob Marley: One Love, alongside acclaimed past works such as The Color Purple (2023), King Richard and Green Book. His contributions to television are equally impressive, with scores for hit series like Bridgerton, When They See Us, Dear White People, and his Daytime Emmy Award-winning score for The Snowy Day.
In addition to his work as a composer, Bowers is a visionary director. He recently took home the Academy Award for Best Documentary Short Subject for his directorial work on The Last Repair Shop. The emotionally touching short film spotlights four of the people responsible for repairing the musical instruments used by students in the Los Angeles Unified School District (LAUSD). The Last Repair Shop reflects the positive influence that musical instruments have on the youngsters who play them, and the adults in the LAUSD free repair service who keep them working and in tune.
Barking Owl CEO Kirkland Alexander Lynch said of Bowers, “His artistry, diversity of style and depth of storytelling bring an unparalleled edge to the work we create for global brands. His presence on our roster reflects our continued commitment to pushing the boundaries of sound and music in advertising.”
Johanna Cranitch, creative director, Barking Owl, added, “Kris first caught my attention when he released his record ‘Heroes + Misfits’ where he fused together his jazz sensibility with a deeply ingrained aptitude for melody, so beautifully.... Read More