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The Mill Announces Expansion with New Strategic, Experience and Creative Production Offering



Alex Wills, Alex Schneider, Anna Fogg and Aleissia Laidacker join senior team

The Mill Announces Expansion with New Strategic, Experience and Creative Production Offering

Global creative production studio The Mill, historically known for its legacy in visual effects, is further evolving its offering to incorporate creative strategy and ideation, production, and experiential marketing in addition to its world-class post-production capabilities. 

CEO Josh Mandel comments: “The expansion of our business offering comes in response to the new challenges faced by brands looking to reach and engage audiences in new and emerging spaces online and virtually. These spaces are creating new opportunities to shape a consumer experience that demands the latest in visual effects and tech enhanced storytelling.”

The development is underpinned by the appointments of several senior figures within the business from the advertising agency world to drive these new capabilities forward; Alex Wills - chief experience officer; Alex Schneider – chief brand officer; Anna Fogg - global strategy director and Aleissia Laidacker - global director of creative technology.

Alex Wills joins as chief experience officer and will be responsible for defining The Mill’s future role in developing transformative experiences for audiences, brands and fan cultures. He comes to The Mill with a wealth of experience in defining brand strategies and new audience experiences that hinge on innovative thinking and emerging technologies. He has played an integral senior leadership role in building innovation at R/GA and AKQA, partnering with brands such as Nike, Google, Guinness and Beats by Dre. 

Alex Schneider joins The Mill from Wednesday Agency Group, where he was global CEO, as chief brand officer. Alex is a seasoned marketing executive with over two decades of experience helping grow world class creative agencies, brands and content studios. Prior to joining Wednesday, Alex was the managing director of R/GA Portland, and held senior leadership roles at Deutsch LA and 72andSunny. In his new role, Alex will focus on ensuring The Mill is able to meet the creative challenges of brand partners across the Gaming, Fashion, Automotive, Technology and Lifestyle industries, harnessing and developing The Mill's creative strategy and production practices and global capabilities. He will also lead global expansion plans as The Mill explores new territories. 

Anna Fogg, newly appointed global strategy director, will be working with clients to define the trends in culture and behavioural shifts impacting modern audiences as they migrate into new spaces online. Bringing together the cross disciplinary skills of The Mill across technology, brand storytelling and world class visual effects to create strategic solutions that cement brands in culture. Fogg has 15 years of strategic experience in creative agencies working for VCCP, Cheill and Naked Communications before joining The Mill.

To further bolster The Mill’s investment in the emerging technology and experiential marketing space, Aleissia Laidacker has joined The Mill with a focus on developing the company’s offering across augmented/virtual reality, AI, game development and immersive technologies. Previously at Magic Leap and Ubisoft, Laidacker has over 20 years of experience at the forefront of technology-based media and entertainment. 

The production studio now has three connected business sectors underpinned by the brand’s legacy at the intersection of art and technology; Visual Effects, Creative Production and Experiences. The production business has grown to include over 40 rostered directors and creative strategists, that will be working with brands and agencies across linear film and immersive and interactive experiences. 

This evolution of the business is in response to the changing media landscape of the past 12-months. The Mill has already been working directly with brands such as HBO, EA, Amazon and Spotify on award-winning campaigns across the interactive and experiential marketing space.

Alex Wills, chief experience officer comments on the future vision of the global studio: “Our goal is to ideate and produce innovative content and experiences that draw on our 30-year legacy of visual storytelling and unique understanding of modern audiences. Emerging technology allows brands, products, and entertainment properties to move ever closer to their audience in new ways. We’ll be building out our capabilities to work across every medium from filters and real-time avatars through AR and VR to magical full-blown location-based experiences. We have actively been building an Experimental Design Studio and Real-Time 3D powered Creative Technology team, in order to rapidly scale our offering to further bring our world class CG craft into interactive experiences, enabling us to deliver next generation audience experiences."

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The Mill London, Wed, 30 Jun 2021 09:51:00 GMT