How the fusion between creativity, strategy and technology is driving a new era of advertising.
In an interview with Forbes España, Omnicom Production’s Global CEO Sergio Lopez explores the industry shift from traditional ad production to technology‑driven systems that deliver personalized, brand‑consistent content at scale.
Drawing on three decades in the industry, Sergio shares how AI and automation have elevated production into a strategic growth partner rather than a cost function.
“Technology is great for automating what doesn’t add value, but in the end, differentiation only comes through creativity.”