Prodigious launches end-to-end content division; bolsters leadership team

(Pictured back row L-R: Filip Sarna, Paul Fiore, Sarah Cloutier, Tim Pietranski; front row L-R: Virginia Tong, Robbie Bempasciuto, Irene Sarris)

Publicis Groupe’s production unit Prodigious Australia has launched a new content division Prodigious PLAY to provide clients with a digitally led, agile and integrated content production offering.

Prodigious PLAY has brought together specialists in content strategy, social media, creative, design and production. The division is being led by Irene Sarris as head of content and Filip Sarna as head of social.

PLAY has already worked on a number of client projects, including crafting a hyper-realistic 3D OOH billboard for Jack Daniel’s and partnering with celebrity chef Reynold Poernomo to create a multi-channel sensory experience for Sensodyne. Meanwhile, PLAY is expanding its social media and influencer marketing offering to include in-studio production, with the aim of giving clients, such as Miele, ownable content to be scaled across multiple channels.

Says Robbie Bempasciuto, MD, Prodigious: “We are thinkers and makers with craft always at the core of our business. But in today’s always evolving world of content, we have become more strategic, more dynamic and will continue to bring new capabilities into our model. We’re innovating in CGI and technology, and expanding our capabilities to be more agile in our end-to-end content offering for clients. We’re able to deliver this by bringing together best-in-class talent and technology to deliver high-calibre content.”

In other developments, Prodigious has added to its leadership team, with Sarah Cloutier joining as head of production, taking over from James McDonald who moves to the new role of head of CGI and retouching. Virginia Tong joins in the new role of managing client partner; while Paul Fiore continues as creative content lead and Tim Pietranski as executive producer.

Prodigious has offices in Sydney, Melbourne and Brisbane.