This week on The MCA Prodcast Pat Murphy talks to Sergio Lopez-Ferrero, Global Head of Production at The Publicis Groupe. 

Sergio explains how the media landscape is changing, and with more outlets and more ways to engage with content creative needs to be more widespread and long lasting. A simple 3-month TV campaign just isn’t enough anymore; campaigns need to be multiplatform and run over a much longer period to really gain traction. Pat and Sergio discuss the challenges that can arise when clients don’t understand the value in alternative media platforms or are resistant to change. 

Sergio talks about how the media landscape is becoming more personalised as consumption habits change. How can production change and be ‘smarter’ in order to deliver this personalised experience?

Sergio also considers where The Publicis Groupe and other producers can source their talent – the industries that are feeding into the production industry and how to go about finding great people. 

Watch Sergio’s favourite ad:  Levis - Swimmer

Hosted by Pat Murphy

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