PRODUCTION
INVESTMENT
OPTIMIZATION

MURPHY COBB AND CTS COLLABORATE TO ADD INSIGHTS TO AD SPEND

Friday 5th September 2025

How do you maximize campaign ROI if you don’t know where to control costs?

The complexity of advertising at scale is more than just where ads need to go – it’s also about where your money is going. Creative production, media buying, and asset distribution are often managed separately, and often without the ability to understand, at a more granular level, where investments are driving positive business results and where they’re just wasted dollars.

Here at Comcast Technology Solutions (CTS) and Murphy Cobb & Associates (MCA) we wanted to find a better way to help modern marketers to plan, produce, distribute, and measure content across the full marketing value chain, in order to provide brands and their agency partners with a more comprehensive view of their entire advertising ecosystem. And to that end we’ve been collaborating with Murphy Cobb & Associates (MCA), a recognized leader in production investment optimization, in order to provide brands and their agency partners with a more comprehensive view of their entire advertising ecosystem.

Solving for the “asset value equation”

MCA, a recognized leader in production investment optimization, is a production consultant for some of the biggest brands in the world, across a diverse swath of global brands from personal goods to automotive marques, and more.

“Our focus is on the optimization of production spend,” explains Simon Sikorski, President, North America for MCA. “Look at it like this: our clients are dealing with a pivot in the production space the likes of which we haven’t really experienced before. We help them not only benchmark and track their production spends but also build a production infrastructure that takes advantage of the new AI tools and creator-led models available in the market today. That ecosystem includes looking at partnerships that remove traditionally protected siloes.

“Through these partnerships,” Sikorski continues, “we’re providing data that advises our brand partners on their entire production ecosystem. MCA is very much involved in monitoring the costs associated with the creation of content assets. Combined with the advancements and distribution datasets that CTS brings to the market with AdFusion™, we are effectively combining intelligence around what it costs to create an asset with intelligence around the costs to deliver that asset effectively to media owners of all stripes.”

Peter Gibson, VP Product & Marketing at Comcast Technology Solutions (CTS), adds, “Advertisers need more than just delivery metrics, they need visibility into the full lifecycle of their creative investments. By connecting AdFusion’s creative management intelligence with MCA’s production insights, we’re helping brands see exactly where and how their content is used, and more importantly, where it’s not. This collaboration gives marketers the actionable data they’ve been missing to optimize spend, unify teams, and elevate campaign impact.”

CTS + MCA = campaigns in better position for success

By combining CTS’s data-driven marketing technology with MCA’s strategic approach to production consulting and transparency tools, the alliance enables brands to:

• Assess production plans against actual usage—spotting inefficiencies in asset creation and deployment
• Track where and how assets are distributed and placed across platforms
• Connect production decisions directly to media investment, giving marketers the confidence to invest in creativity that delivers
• Break down operational silos between creative, media, procurement, and analytics teams by uniting around a common dataset

“We’re moving from guesswork to accountability,” said Sikorski. “This collaboration empowers brands to align media and production strategies with real performance data. It’s a smarter way to work—and a more sustainable way to grow.”

As marketing becomes more complex and content demands multiply, the CTS-MCA alliance offers a way forward: one platform, one set of insights, and one connected view of intelligence —from idea to impression. It takes the measurement of ROI to a new level.

DISRUPTION

Everyone claims to be “disruptive” but at MCA, we do things differently. If they’re all “disrupting”, then we’ll disrupt the disruption. We help our clients take advantage of all opportunities, doing things they’d never thought possible. We show them how to think and act more creatively, to embrace change and enjoy challenges. We build trust through recognising our clients’ needs and meeting them. That’s how we get results our clients expect.

INNOVATION

“Good enough” is never good enough for us. We believe our clients can always do better – creatively, operationally and financially – and it’s our constant innovation that empowers them. Whether we’re finding high-quality, low-cost shooting locations, developing new technology, establishing more efficient production models or building our executive production offering, we present a unique combination of creative thought and commercial thinking.

TRANSPARENCY

We are transparent by design. It’s part of our DNA to provide full spend and activity, regardless of size, location or complexity of the project. We provide full details of all activity and expenditure, whatever the size or complexity of the project. Our Control Room platform can track, identify and optimise every last cent of any budget. We’re never afraid to ask awkward questions because those questions lead to answers, and those answers lead to results.

INSIGHTS