Clemenger BBDO has launched MADE THIS, a specialist production company focusing on craft and innovation.
The business, built on the 60-person team at eg+ with significant new hires, will use automation and AI to create smarter production techniques and content at scale.
Clemenger has hired creative production innovator Vinne Schifferstein Vidal to lead MADE THIS as managing director.
Vidal set up Media.Monks’ content business in Australia and New Zealand before heading to Europe to oversee the company’s BMW/MINI account in 29 markets.
“When I got the call from Clems and met with (CEO) Dani (Bassil), I immediately knew this was the perfect fit. It’s all I’ve done for the Monks, but then for a well-established brand in-market, with the best creative talent in the country. You couldn’t wish for a better base to build from,” Vidal said.
Clemenger BBDO CEO Dani Bassil says production is the engine that manifests everything marketers need, turning it from idea to reality.
"These hires are more than epic for us as a business - the amount of talent here is inspiring," she says.
"They are also all really cool humans with the energy and attitude to move at pace as we revolutionise production with smarts and speed without sacrificing craft.
“By firmly planting the stake at the forefront of innovation, MADE THIS will help marketers leverage everything tech to automate and improve workflows and asset production and differentiate themselves from competitors.”
Iain Todd, general manager operations, who built the case to invest in the production opportunity when he joined Clemenger BBDO a year ago, is also part of the founding team at MADE THIS. Todd was previously National Content Director at Hogarth, overseeing a team of over 100 production specialists.
Head of content production Ainslee Littlemore has joined MADE THIS from Entropico. Her portfolio boasts award-winning work across broadcast, virtual production, photography, episodic mobile-first content, experiential, OHH, and long-form branded content.
Newly appointed director of film and technology Jay Topping spearheaded the creation of Macabre, an innovative game project supported by Screen Australia and showcased at SXSW Sydney.
“Recently, I drove headfirst into game development with my debut project, “Macabre’, built with Unreal Engine 5,” Topping said.
“The vision of MADE THIS – to intertwine craft with technical innovation – has reignited my passion for production. Joining forces with leaders like Dani, V, Ian and Ainslee feels like aligning with kindred spirits - a unique opportunity to be part of something truly groundbreaking. MADE THIS isn’t just about producing content. It’s about setting a new standard for storytelling where technology meets artistry.”
In other appointments, Callum Smit has joined as lead producer Tom Stephens director/editor.
MADE THIS is powered by eg+ studio for offshore scale and flex and offer a nationwide range of production services grouped under five pillars: Addressable, Content, Digital & Operations, Solutions and Creative Tech.
The studio already produces 10,000 assets annually at scale for clients including NAB and MYER and recently-won business L’Oréal.
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