LPS was named the Production House of the Year at the Campaign Agency of the Year Awards 2025.
According the Jurors, LPS is a “Very impressive agency with a very impressive, set of stats to support that their positioning is working in the marketplace.”
Aasim Shaik, Managing Director, LPS shared his reflections on being named the Production House of the Year 2025.
How does this award reflect the culmination of your efforts in 2025?
2025 has been a pivotal year for us and in general, digital and social first agencies. As mainstream gets redefined, we have seen brands increasingly looking to work with us on briefs going beyond social media. As a result, we have invested consistently and proactively on resources with broader skills and cutting edge production infrastructure. This has opened up newer avenues and deepened client relationships. Our work is an outcome of this, and the award vindicates our contribution to our clients.
Which industry pressure or shift most influenced how you operated in 2025?
The talent–agency relationship has shifted, so we’ve redrawn how we engage our people. Our team’s average industry experience is now under three years – a signal that the edge today is cultural relevance and fluency with modern tools, not tenure. Instead of forcing old models, we’ve unlearnt, listened and co-built new ways of working with our brightest minds. The result is a workplace designed with talent, not for them – faster, sharper and closer to what clients actually respond to.
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How have expectations within production shifted over the past 12 months?
Production is now moving closer to the heart of the creative agency – and that shift is intentional. We’ve restructured delivery around dedicated copy–art–creative producer trios, built to operate as a single unit from briefing to final output. Ideas are designed with feasibility, craft and platform realities in mind – not retrofitted later. The impact has been tangible: faster turnaround, cleaner execution, fewer revisions and stronger consistency across every touchpoint. And importantly, our clients feel the difference.
What do you think the industry needs to change or fix on priority in the months ahead?
Build the intersection of service delivery and deep vertical tech. Agencies can’t stay on the outside as ‘users’ of platforms – we need to operate as service-led enablers. In today’s vibe-driven world, functional fluency matters more than writing code: knowing what technology can do, how it behaves in culture, and how to deploy it responsibly at speed. Agencies must evolve into consultants, builders and implementation partners for communication and creative solutions – not just early adopters pressing buttons first.
In your opinion, what do consumers really want, and how can agencies help brands meet this need?
Consumers want personalised and co-created value – served at the right moment, in the right context, and within the communities and platforms they already trust. They don’t want more content; they want relevance, utility and respect for their time.
Agencies can help brands meet this by shifting from a top-down ‘big idea’ model to a bottom-up approach: start with community scouting, culture signals, and platform dynamics, then build creative that
earns attention.
What will matter most as the industry moves into 2026?
Teams will matter more than agency positioning. Clients increasingly choose to work with the people behind the work. C your team live up to the promises on the label? They want squads that bring a consultant’s mindset, ownership-level energy, and the ability to reinvent with humility as culture and platforms shift. The agencies that win won’t be the loudest; they’ll be the most reliable – sharp thinking, fast execution and consistent accountability that keeps brands relevant, not just visible.
