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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Welcome to The MCA Prodcast

This is your fix for everything innovative in advertising production.

On each episode Pat Murphy, MCA’s founder and CEO, will be talking to the movers and shakers who are driving the agenda and shaping the world of production for the future.  

He'll be asking searching questions about their views of what will be coming round the corner, so brands can act smarter and with greater efficiency, to deliver outstanding creative campaigns.  

You'll hear who the best partners might be to deliver that, across a multitude of channels and media types, and we might even hark back to some great old ads that have stood the test of time. 

The MCA Prodcast, launching soon.

For more information, head to theprodcast.com