Publicis Media/Managing Partner, AdTech/2023 — 2025
Rebuilt content production as an AI-native network across four global hubs.
Cut production costs 50% while lifting client performance 30%.
AIOperationsPerformance
-50%
Production cost
+30%
Performance lift
4
Global hubs
[ Pattern ]
The traditional model, bespoke content produced in-market, brief by brief, could not keep up with the volume performance media now demands. Cost per asset was high, cycle times were long, and quality varied by market. The industry answer was 'more people.' The right answer was different architecture.
[ Approach ]
- Designed a hub model across four global regions, each running a shared AI production stack with local creative oversight.
- Standardised the brief-to-asset pipeline so throughput scaled without linear headcount growth.
[ Outcome ]
- 50% reduction in production costs.
- 30% average incremental performance lift across client campaigns.