May 13, 2025

The Future of Digital Production: Time for ICOM Agencies to Stand Up

Scott Peters

Editor’s note: Scott Peters is the CEO and Chief Client Officer of Assemble Studio, a leading creative production agency specializing in digital innovation. With a deep understanding of digital strategy and execution, Scott works with global brands to push the boundaries of what’s possible in digital production. Assemble Studio is an active member of the ICOM network, helping agencies around the world elevate their digital capabilities.

For those of you who know me or my team at Assemble, you know that this is everything we talk about. Because the industry is moving fast — very fast. And staying ahead of it all means keeping up with all the changes, which can be overwhelming but not if you have the right resources and the right experts at your disposal.

With ICOM’s new Global Insights page live on the website, we’ve got a golden opportunity to showcase thought leadership and innovation within our global network. Agencies that stay ahead of this rapidly moving curve will be the ones shaping the future of our industry. The real question isn’t just where digital production is going—it’s how ICOM agencies can lead the way.

Moving Beyond the “Just Another Website” Mindset

One of the biggest challenges facing agencies today is the fact that digital production is being treated like a basic commodity. Way too often, clients see production as a simple, cost-driven transaction rather than a long-term, strategic investment. That’s a huge mistake.

Why? Because great digital experiences aren’t just “nice to have.” They drive business growth, keep users engaged, and build brands that last. So basically, this mindset completely undervalues the power high-quality digital experiences can have.

As an industry, we need to shift the conversation and show that digital production isn’t just about making a “pretty website” — it’s about making an impact.

When done right, digital production goes beyond aesthetics—it’s about performance.

A well-executed experience doesn’t just look good; it converts. It streamlines user journeys, increases engagement, and drives measurable business results. That’s why at Assemble, whether we are crafting interactive campaigns, seamless website experiences, or scalable content ecosystems, digital production is a strategic function that fuels growth. And it’s why brands that invest in high-quality production don’t just stand out—they win on efficiency, quality and cost savings.

Agencies as Strategic Partners (Not Just Vendors)

If agencies want to stay ahead, we have to evolve. We need to do more than just execute projects — we need to be trusted advisors. Transparency, strategic foresight, and measurable results should be at the core of everything we do. Agencies that proactively guide their clients—rather than just fulfilling requests—will be the ones that move the industry forward and shape the future of this space.

What’s Next for Digital Production?

So what’s on the horizon? A few key trends are making big waves in our industry:

Hyper-Personalization: AI-driven content is making it easier than ever to create customized digital experiences at scale.
Sustainable Digital Practices: Energy-efficient web design and responsible production methods aren’t just nice to have any more — they’re essential.
Immersive Brand Experiences: AR, VR, and interactive storytelling are pushing engagement to new levels.
Agility as a Competitive Edge: The agencies that can quickly adapt to emerging tech will separate themselves from the competition in a major way.

A Challenge for ICOM Agencies

Morale of the story: As members of the ICOM network, we have the opportunity— and the responsibility — to shape the future of digital production. Our strength lies in our ability to share insights, collaborate, and push the boundaries of what’s possible.

At Assemble Studio, we don’t just ride the wave of industry trends — we help define them. And we can prove it. Our digital services help brands cut creative production costs up to 50% because we don’t just sell a package; we sell expertise and partnership that continues to bring client needs and industry changes together in harmony.

So let’s build the future together, not just as agencies but as trusted partners driving meaningful change. The real question isn’t what’s next — it’s who’s ready to lead it.