Thoughtful Panel Paints a Picture of Evolving Production Landscape

The past couple of years have seen a lot change for the content production landscape. Globalisation, the pandemic, and other prevalent trends have dramatically affected this sector, transforming both the demand for content and the way it is being created. With a view to discussing production in these volatile times, a panel of leaders from agency, production, brand, and consultancy backgrounds have come together to share their observations on the matter.

Joining LBB CEO Matt Cooper to tackle these topics are PEP Group founder Mikhail Pimenov, MCA founder Pat Murphy, Girl & Bear (VCCP) MD Claire Young, PepsiCo senior director, content strategy and development Natalia Ignatovich, and VAYNERMEDIA MD Sarah Baumann.

Breaking it down into three sections, the panel first dive into how the landscape has evolved over the last two years, and what the move into the digital space has meant for their businesses’ in terms of sustainability, innovation, and authenticity. They debate the impact of the industry reshaping as a result of brands and agencies in-housing at the same, the traditional RFI/RFP process and possible alternative, as well as offshore production and outsourcing.

In the second section, the panel consider how these developments may affect creativity -  positively or negatively. They offer their insights on finding the right talent and ensuring a better understanding between CMOs and production, as well as their feelings on automation in the creative process, and how that fits into larger scale production.

Finally, the panel turn to the future of the industry. Thinking about what the next few years of production could look like, they discuss the rapidly developing technologies that are now on the table, and the education that will be required to ensure that they are being utilised to their full potential, in order to drive innovation, creativity, and experimentation in the field to its furthest point yet.