-- APR, the global consultancy that launched the production consulting category in 2000, today announced its next evolution of comprehensive enhancement across its entire service portfolio, positioning itself as the world's first AI-native creative production advisory, helping brands optimize marketing investment across the content supply chain.
Image Courtesy of APR
The strategic evolution, marking the company's 25th anniversary, is a continued dedication to revolutionizing how brands leverage data to drive smarter, more agile decisions across their entire marketing landscape.
The transformation comes as organizations worldwide face mounting pressure from technological disruption and geopolitical factors, requiring fundamental shifts in marketing spend allocation and strategy. APR addresses these challenges by a planned integration of advanced analytics, automation tools, and AI-powered insights platforms across every aspect and tier of the content supply chain. This approach augments the expertise of APR's best-in-class global talent, who bring deep production knowledge and strategic insight to every client engagement.
"For 25 years, APR has defined and redefined what it means to optimize marketing production investments," said Jillian Gibbs, APR founder, CEO, and author, who coined the term “production consultant” back in 1997. "Today's announcement represents our most significant evolution yet – one that harnesses the transformative power of technology in consulting services to deliver even greater value, speed, and strategic insights to our clients’ content operations worldwide."
The evolution also includes a strategic shift in brand identity. Previously known as Advertising Production Resources, aka APR Consulting Co., the company now operates simply as APR, a change that reflects its expanded scope and vision. “APR’s services today span every aspect of the modern marketing ecosystem beyond traditional advertising, including who to work with and how to get the best work produced. Brands cannot afford to waste money or time," says Gibbs.
A Quarter-Century of Market Leadership Culminates in Innovation-First Reinvention
APR's evolution is the culmination of 25 years of industry leadership and continuous reinvention. The services that APR’s clients know and love continue to exist, but with expanded impact across platforms for high-fidelity brand videos and events, content engines designed for personalization at scale, and content for creators, influencers, and celebrities. APR is creating a new model for creative production consulting that delivers strategic insight aided by technology.
Image Courtesy of APR
Leading this transformation is Edmond Handwerker, chief marketing & innovation officer, who joined APR in 2024 and brings extensive award-winning experience from his roles as Global and North America Lead for GenAI Marketing and Content at Accenture Song and VP Content Americas at Starcom MediaVest Group, part of Publicis. Over the course of his career, Handwerker has led and overseen broad-scale digital transformations for clients that encompassed creative, content, data, media, and AI.
“The winning formula for enterprises and brands entails reimagining and empowering the content supply chain with rich data to maintain market relevance and competitive edge,” said Handwerker. “With the advent and democratization of AI and other rapidly accelerating innovations, it’s more critical now than ever for brands to actualize speed to value. Our network of domain expertise, proprietary data platform ACERO™, and suite of AI-powered tools help brands spend wiser, create smarter, and partner better."
As an independent third party, APR helps brands understand the most efficient and effective ways to integrate AI into their creative production and content transformation initiatives, ensuring they can accelerate innovation, mitigate risks, and achieve superior outcomes while maintaining creative integrity and brand consistency. APR’s independent standing in the industry continues to be committed to utmost transparency, ensuring the best companies are awarded contracts.
Handwerker has also spearheaded the launch of APR's reimagined brand image and website, designed to highlight the company's core strengths and marketplace leadership while serving as a thought leadership platform. The company's new logo features a star, symbolizing both APR's role as a North Star for clients navigating complex marketing challenges and its commitment to helping brands achieve their own strategic north stars.
"Our core expertise continues to set the bar in our industry, and we're excited to share our thinking to help elevate the entire ecosystem together," said Handwerker.
Comprehensive Reinvention Across All Service Lines
APR's offerings extend across its entire center of excellence, enhancing governance and transparency across the content landscape, including:
- Director/producer-led video productions
- Digital web, app development
- Social and eCommerce
- Creator/influencer marketing
- Experiential/events marketing
- Post-production and transcreation/adaptation
- Music and audio production
- Gaming, VFX, and CGI content
- Print media, photography, and more
As part of its transformation, APR is also implementing enterprise-wide integration of tools to enhance research, workflow, and client delivery, all with expert human oversight. The company is also piloting new technologies in closed-ecosystem sandboxes for accelerated learning, marketplace relevance, and client recommendations.
"Our evolution isn't just about technology, it's about empowering our 140+ global client and delivery team members with the tools and training they need to deliver exceptional value," added Erin Wilhoite, chief client officer. "Through our proprietary internal training libraries and continuous upskilling initiatives, we're ensuring our talent remains at the forefront of both creative production expertise and AI innovation."
APR's transformation also reinforces the commitment to sustainability. As a women-founded and women-owned company, APR maintains board presence with key industry organizations, including IAA North America, and EPIC (Earth Public Information Collaborative), as well as deep-seated partnerships with the ANA, AdNetZero US and UK, AdGreen, and more.
About APR
APR, formerly known as Advertising Production Resources, is a global advisory that partners with the world’s top brands to optimize marketing investments across the content supply chain. With presence in over 20 countries, APR’s expertise and data-driven insights help clients and their partners work better together with greater efficiency, effectiveness, and enhanced creative outcomes.
For more information about APR's reinvention and services, visit www.aprco.com.
Contact Info:
Name: Amy Pennington
Email: Send Email
Organization: APR Communications
Phone: +1 206 571 5646
Website: http://www.aprco.com
Release ID: 89166286
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