Agencies Reorganize Production To Integrate Media

Advertising agencies are reorganizing production and media workflows as clients demand integrated performance-media and creative briefs, driven by paid social, online video, and retail media growth. Dentsu will launch a "Content Engine" uniting media planning and Tag creative delivery for its roster in Q2, already used by eight brands, while WPP, Publicis and Omnicom have rolled out consolidated production units; firms also adopt generative AI to scale asset creation.