Callum Jackson, Grace Pizarro, Aleisha Cadman.
Prodigious PLAY is Publicis Groupe's agile social content division.
A team of thinkers and makers, with integrated specialists and expanded capabilities across social strategy, creative, content creation and influencers.
Prodigious PLAY designs and delivers bespoke content experiences for Publicis clients.
Q - How has End to End Social Strategy and Planning evolved heading into 2025?
A - Social strategy will require a delicate balance between proactive and reactive approaches. On one hand, brands must focus on strategic brand content aligned with their commercial objectives to ensure long-term growth. On the other, staying agile and reactive to current trends, conversations, and moments is essential for remaining topical and relevant. The key is to move quickly and adapt to the ever-evolving social landscape, striking the right balance between planned and reactive content.
Q - How does Prodigious Play strike a balance between Social Strategy vs Brand Strategy?
A - First gaining a deep understanding of the brand's core strategy. From there, we align the social strategy to complement and enhance the overarching brand goals. This ensures that social initiatives are not only aligned with the brand's vision and values but also drive meaningful engagement and support long-term success. By integrating both strategies, we create a cohesive and impactfull approach that strengthens the brand's presence across all touch points.
Q - Are you seeing more brands connect organic social to paid?
A - Absolutely. Brands are increasingly integrating organic and paid social strategies to create a more cohesive approach. Both organic and paid social play vital roles in the consumer journey, with paid social primarily working the top of the funnel, building brand awareness and consideration with potential new customers, and organic social focusing more on building a strong sense of community and advocacy from existing fans. So long story short, yes! As more brands realise social media is filled with so much opportunity, they are putting more effort into ensuring that both their organic and paid socials are connected and aligned.
Q - Where do you think the influencer industry is headed in 2025?
A - The influencer industry will continue to evolve as brands place greater importance on integrating influencer content into their overall strategy. More than ever, there’s a focus on finding the right balance between brand-led, influencer, and creator-driven content to drive meaningful results.
Beyond social posts, creators are becoming a bigger part of overall marketing campaigns—for example, we’ve brought influencers into our studio to record audio books and film challenge videos, extending their role in exciting new ways.
Q - What does Prodigious Play have planned for this year?
A - We’ve just welcomed Declan Clow, a seasoned content creator to the team, so are doubling down on our social content offering and we have access to some of the best in-house production facilities– including a Virtual Production screen – so you can be anywhere in world... live from our basement.
The Team:
Aleisha Cadman – Senior Social & Content Director
- What’s the biggest challenge in your role
The biggest challenge is the saturated content landscape. With trends changing rapidly, it’s tough for brands to stand out. To keep up, we need to stay on top of cultural shifts, adapt quickly, and constantly innovate. Social media evolves daily, and we must stay agile to remain relevant.
- What does a typical day look like for you?
I spend the majority of my time collaborating with Media Agencies, Creative Agencies, and our clients to strategise campaigns, brainstorm social content ideas, and oversee execution across platforms. It’s a dynamic blend of creativity, strategy, problem-solving, and hands-on management—plus, of course, plenty of coffee!
- What attracted you to Prodigious Play?
I was drawn to Prodigious Play because of its innovative approach to content and its commitment to pushing boundaries. We foster a culture of creativity and experimentation which I love. The chance to collaborate with a dynamic team and work with top-tier clients from across Publicis Groupe was an opportunity I couldn't pass up.
- What do you love most about your role?
The variety! I have the opportunity to work with a wide range of clients across Publicis Groupe. I also enjoy the balance of creativity and strategy in my role—every day presents new challenges and opportunities. It’s incredibly rewarding to create content that I am not only proud of, but also delivers strong results for clients.
Callum Jackson – Social Media Manager
- What’s the biggest challenge in your role
The biggest challenge I face is probably one that many Social Media Managers have, and that is keeping on top of the ever-changing social landscape and trends as they happen, knowing which are right for our brands, and how we can best adapt them for the brand’s personality. For us its about planning and developing processes – to be creative!
- What does a typical day look like for you?
One of the joys of my role is that more often than not, my days won’t look the same. For example, one day I might be building a social strategy deck and analysing influencer data, then the next day I could be developing content ideas for a new product launch or filming a TikTok. So, my ‘typical day’ is quite atypical!
- What attracted you to Prodigious Play?
I think the unique ability we have to be able to offer so many styles and types of content like lo-fi TikTok ideas, or help influencers develop creative. Plus the diverse range of clients we get to work with means it’s always interesting.
- What do you love most about your role?
I love being able to challenge the status quo and really push our clients out of their comfort zones with cool content. It’s such a thrill to see the more ‘out-there’ posts go live on socials and be a hit with their audiences, driving great results for our clients and ultimately keeping me engaged in my work!
Grace Pizarro – Content Executive
- What’s the biggest challenge in your role
As a content executive I work with clients across a diverse range of industries including finance, telecommunications and beauty just to name a few, which means every campaign needs a fresh, creative approach that drives real impact.
- What does a typical day look like for you
I’m often in brainstorms, coming up with concepts that bring brand stories to life through influencer content. I also work closely with talent, ensuring they have everything they need to create impactfull content that’s on brief and exceeds client expectations. Whether it’s reviewing drafts, creating briefs, or coordinating with paid media and content teams, there’s always something moving. It’s a fast-paced role, and that’s what makes it exciting.
- What attracted you to Prodigious Play?
The ability to work on end-to-end content creation was a big draw for me. From influencer campaigns to in-house productions, whether it’s filming ads or producing audiobooks, having access to such a diverse creative ecosystem makes the work dynamic and tangible. Also working with household brands at a globally recognised company like Publicis Groupe is something I’ve aspired to since starting my career. The collaborative culture and flexible work arrangements were also a huge plus, making it an inspiring and supportive place to grow.
- What do you love most about your role?
I love creating meaningful, tangible content that comes to life in the real world, whether it’s an influencer campaign sparking conversations or a piece of content that truly connects with people.
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