McCann Worldgroup appoints Sergio Lopez to head European production ops and spearhead regional growth

Business, Creativity, People

McCann Worldgroup announced that Sergio Lopez – Head of Integrated Production at McCann London and Craft in the UK –  will extend his current role to take on leadership of the growth of the group’s production capability across Europe.

In his two years leading production for McCann London, Lopez has brought all the existing production units together (TV, Art Buy, Print, Digital, Studio) resulting in a high performing unit under the Craft brand. This has led to impressive growth and the production of award-winning work including accolades for such brands as Microsoft Xbox and MasterCard.

In his broader role, Sergio will aim to extend this success into European markets. He will focus on developing and strengthening production and content creation capabilities; partnering with the McCann Worldgroup and Craft leadership teams in key markets to drive growth, with a strong focus on quality.

Pablo Walker, President of McCann Worldgroup Europe:

Our Craft capability is going from strength to strength and Sergio’s appointment will enable us to grow this capability even further across the region, cementing our position as a global leader in content production, adaptation, translation and transcreation.



It’s an exciting time to be a Head of Production as we’re being asked to reinvent and define what the production model is. The opportunity to engage with consumers across hundreds of content-hungry platforms and channels requires an integrated production team which looks at the making of creativity as a whole.


Ed Powers, CEO of Craft and Executive VP, Head of Operations, McCann Worldgroup:

Sergio’s experience of building international production networks for agencies and client is second to none. His broader remit will enable Craft to continue to strengthen and expand our capabilities to deliver a production capability that is unmatched in depth and breadth in our industry at a time when marketers are demanding innovative product solutions.

With a global network and one of the production industry’s largest adaptation, translation, transcreation and content production operations Craft has 1,000+ full-time employees in over 50 markets represent the full spectrum of executional skillsets, from digital, video, print, transcreation, translation and content production. Craft has comprehensive offerings in several vertical sectors as well, including the Healthcare, Technology and Retail sectors. Craft provides production services for major global marketers across all sectors, including Aldi, Bayer, Coca-Cola, L’Oréal, Microsoft and Staples.