🔵 Publicis creates a “Global Production CEO”: behind the announcement, a strategic shift.

When a giant like Publicis invents a transversal role that didn’t exist yesterday, it is never anecdotal.

Appointing Deepti Velury to lead global production (studios, hubs, AI platforms) sends a clear signal: the time has come not to juxtapose creation, data, and media, but to lock down the entire chain.

Below the surface:

Double acceleration. AI and content are no longer “silos” but a continuum: Epsilon (identity data), CoreAI (engine), PX (supply chain), Leona (content agent). All under a single command. Value capture. Expensive intermediaries – partner agencies, fragmented local studios – become less central. Publicis internalizes to retain margins… and control. Standardization vs singularity. The more content is industrialized, the greater the risk: losing the creative spark. This new role will be judged on the ability to arbitrate between “premium idea” and “industrialized asset.”

Behind the scenes:

The balance is fragile.

A transversal CEO of production creates a new power center in an already complex organization.

Who will decide between a top creative director and the cadence imposed by a global production hub?

Who will safeguard local nuance when the central factory pushes assets translated into 52 languages?

What this move really signals:

Publicis is not just aiming to produce faster. It wants everything that comes out of its studios to be measurable, traceable, and replicable. Content becomes a supply chain of influence: calibrated, tooled, auditable, AI-driven. Power no longer lies solely in the idea, but in the ability to industrialize without destroying creative value.

HUMINT decryption:

In every system, the most important is not what is said, but what is feared in silence.

Here, the latent fear is not about missing the technology. It is about losing creative singularity — that human spark which sets a brand apart from an algorithmic feed.

The challenge is not technical. It is behavioral: how to design a governance where AI and the supply chain accelerate without reducing creativity to a commodity.

That is the true battlefield: between the obsession with scale and the need to preserve a trace of soul in every piece of content.

A role like this is not just another box on the org chart. It is a cultural resilience test for the entire Group.

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