APAC is a region of scale, diversity, and ambition, and for Omnicom Production, it represents one of the most important growth markets in the world.
Since its launch as a global practice in 2024, Omnicom Production has sought to unify its studios and capabilities under a single model, combining operational efficiency, craft, and measurable impact to meet the rising demands of brands across the region.
In an exclusive interview with MARKETECH APAC, Sergio Lopez, Global CEO of Omnicom Production, shared his perspective on the practice’s plans for APAC, the value it aims to deliver to clients, and how it intends to stay ahead in a rapidly evolving market.
Riding the wave of APAC growth
“APAC represents one of the most important growth markets for us. The region is moving fast, and brands here are highly ambitious,” said Sergio. He noted that clients are seeking a “more connected model that combines craft, operational efficiency, and measurable impact”.
Many brands are managing high volumes of content across platforms and countries, creating complexity that Omnicom Production helps simplify without compromising quality. Sergio highlighted Japan’s automotive sector as a case study, where teams helped clients rethink collaboration and create a more integrated content experience, rather than just producing more assets.
“The team didn’t just focus on a short-term need and producing more assets,” Sergio explained. “They stepped back and rethought the entire paradigm, re-engineering collaboration with the client and how teams rally together to create a more integrated content experience.”
Looking ahead, automotive and technology stand out as sectors with strong growth potential, driven by the scale and pace of content demands. Sergio emphasised the opportunity to grow alongside these brands, bringing exceptional talent, strong craft, and a clear client-first mindset.
In a region as diverse as APAC, standing out requires more than scale. Sergio explained that Omnicom Production has “connected our capabilities into stronger hubs and a single production model so clients are not navigating multiple disconnected teams.” This integrated approach ensures brands have a partner who understands both creative ambition and commercial reality.
“Creativity must drive growth and effectiveness. Otherwise, it is simply not enough.”
Technology supports this model, enabling faster execution and personalised content at scale. However, Sergio stressed that tools alone do not create an impact.
“What truly makes the difference is exceptional talent that knows how to exploit those tools intelligently and responsibly,” he emphasised.
Global reach, local heartbeat
When asked how APAC is positioned to leverage Omnicom Production’s network of studios and capabilities, Sergio highlighted their global practice and called ‘connectivity’ their biggest advantage.
“APAC is not operating independently. Our teams here are plugged into a broader network of studios and specialists across markets,” he said.
This means clients can access the best talent for a specific challenge, whether that sits locally or elsewhere in the network. This dynamic allows Omnicom Production to harness the talent that meets the challenge no matter where they sit, rather than simply connecting the problem to the closest proximity.
For Sergio, it also allows them “to scale ideas more efficiently, move faster across time zones, and maintain consistency across regions.” This approach gives clients “the strength of a global engine without losing local understanding.”
Local leadership is critical for APAC’s success. Sergio highlighted the region’s linguistic and cultural diversity and its outsized influence on global culture.
“There are more than 3,000 languages and dialects spoken across the area that make up more than 60% of the world’s population. It’s a region that is driving mainstream culture and punching well beyond its borders,” he said.
For Sergio, you cannot build meaningful partnerships without people who deeply understand the culture and expectations of each market and who work closely with clients to navigate that complexity together.
Understanding this, Omnicom Production invests heavily in developing creative and operational talent, supporting teams to upskill in new technologies, strengthen craft, and collaborate across borders.
As the industry evolves, especially with AI and new production technologies, continuous learning becomes critical.
“Our responsibility is to create an environment where talent can grow, experiment, and lead to change responsibly. Exceptional work always starts with exceptional people.”
Setting trends, not following them
APAC doesn’t just follow trends—it often sets them. Sergio cited China’s tech acceleration, Korea’s cultural influence, and Japan’s global cultural footprint as examples.
“This region doesn’t just adopt trends; it often sets them. As a result, we are seeing growing demand for more personal, community-driven brand experiences,” Sergio explained.
“Consumers expect relevance, speed, and authenticity across every touchpoint.”
At the same time, technology is transforming how content is created and distributed. Personalisation at scale, real-time optimisation, and deeper integration between creativity and data are becoming standard expectations.
“Our focus is on helping brands adapt to those shifts without compromising on craft,” Sergio said. “Technology is changing how we deliver work, but the fundamentals of strong storytelling and disciplined execution remain constant. The opportunity lies in combining innovation with consistency.”
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With APAC at the heart of its global ambitions, Omnicom Production is positioning itself as a connected, agile, and culturally fluent partner. By combining local expertise, integrated capabilities, and forward-looking innovation, the practice aims to help brands scale efficiently, stand out creatively, and resonate across markets.
