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Overview
OCX powers large-scale content production for global campaigns by connecting creativity, media, and commerce through AI-powered tools and data. Its process uses Radical Deconstruction to break content into reusable parts, Intelligent Production to optimize workflows, and Rapid Reconstruction to adapt content for different channels. This end-to-end connected content engine differentiates OCX from traditional producers by delivering scalable, synthetic content within a single data-informed workflow. The goal is to produce high-volume, adaptable content that works across platforms and markets while maintaining creative quality.
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Simplify's take
What believers are saying
- OCX’s 2026 architecture of primary, scale, and synthetic work expands Craft’s addressable services.
- Omnicom Production named new North America leadership in 2026, signaling continued investment in Craft capabilities.
- Craft’s AI-enabled production and global studios fit brands demanding faster, cheaper, multi-market content.
What critics are saying
- Omnicom’s 2025 IPG integration can absorb Craft into OCX, erasing standalone brand value.
- Melissa Chan’s 2026 move into Omnicom Production shows Craft leadership is already being repurposed.
- AI-driven scale workflows commoditize Craft’s core adaptation business and squeeze margins quickly.
What makes Craft Worldwide unique
- Craft now sits inside OCX, Omnicom Production’s connected content engine, since 2026.
- Its 1,300-plus producer network spans production, translation, transcreation, post, and VFX.
- Sam Swisher joined February 2025 to strengthen North America original content and hybrid production.
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