Sharing the Community Table With Ogilvy’s Production Department

Link here to listen to The Community Table with producers from Ogilvy on Spotify and Apple Podcasts

The latest episode of Community Table takes us inside the walls of Ogilvy, where hosts Heather Elder of Heather Elder Represents and Kelly Montez of Apostrophe sit down with four of the agency’s producers, Group Executive Producer Mel Hill, Executive Producer Jessica Coccaro, Producer Sam Morosss, and Producer Hayley Danke, for a candid conversation about what it takes to produce work in today’s ever-evolving creative landscape.

From AI to influencer campaigns, and from the power of in-person collaboration to the art of finding the right creative partners, this episode reveals how one of advertising’s most storied agencies continues to adapt and thrive.

Production today means flexibility and integration.

The Ogilvy producers describe their department as deeply collaborative and integrated, often blending live action with social activations and physical builds. With timelines getting tighter and projects spanning multiple formats, doubling up on producers and leaning into teamwork has become essential.

Curiosity and learning drive innovation.

When asked to share their “word of the year,” the producers emphasized themes like curiosity, learning, and embracing ambiguity. Their adaptability allows them to navigate shrinking timelines, emerging technologies, and the ever-present challenge of staying creatively fresh.

The rise of social-first storytelling.

The team discussed how social and influencer content has shifted from a “budget-friendly” afterthought to a serious, strategic priority. They highlighted how authenticity takes planning — even the most casual-looking TikTok involves lighting, scripting, and creative direction to feel organic and effective.

Data matters, but story still leads.

While metrics and PR data are increasingly shaping creative direction, Ogilvy’s producers maintain that emotional storytelling remains the key to making an impact. “If it’s not authentic or insightful, it won’t break through,” one noted, a reminder that heart and strategy must coexist.

AI as a creative tool, not a replacement.

The producers see AI as a valuable part of the creative development process, for research, previsualization, and behind-the-scenes problem-solving, but agree it can’t replace the human element that connects with audiences.

Finding and trusting creative partners.

The conversation wrapped with insights on how producers discover new talent and what photographers and directors can do to stand out. Beyond a strong reel, personal relationships, chemistry calls, and trust are what turn a collaboration into a success.

By the end of the discussion, one thing was clear: at Ogilvy, creativity thrives where curiosity meets collaboration and where every project, big or small, is fueled by a shared commitment to making meaningful, memorable work.