The Future of Advertising Production: Sergio Lopez on AI, Scale, and Creativity at Omnicom

In this episode of Technically Creative , Orlando sits down with Sergio Lopez, CEO of Omnicom Productions, to explore how one of the world’s largest advertising networks is rethinking production for the future. With over 76 production units unified under a single global structure, Sergio shares how Omnicom is building a scalable model that balances efficiency, brand consistency, and creative excellence. From consolidating fragmented supply chains to embracing data-driven modular content, Lopez explains why production is the new creative frontier. The conversation unpacks: Why production has a seat at the strategy table in a fragmented media landscape How Omnicom uses AI, automation, and data to scale personalization without losing creativity The balance between efficiency and creative freedom when working with global brands Why Lopez believes agencies need both creatives and creators to thrive in the future Lessons learned from failure, and why “failing fast” is critical in today’s industry Whether you’re a marketer, creative, or brand leader, this episode is a masterclass in navigating the complexity of modern advertising — and what the next decade of production will look like.