VERONICA LOMBARDO
“This isn't a temporary fix, it's a call to action. Those of us with the power to choose where we produce, we need to give Los Angeles a fighting chance. Let's rally our industry to not only rebuild livelihoods but to reignite the creative energy that makes this city the irreplaceable heart of production.”
A proud LA native, Veronica Lombardo’s connection to the city runs deep, having been raised in the Pacific Palisades. This personal tie fueled her desire to act when the recent wildfires ravaged her beloved city and the advertising community she’s been fortunate to refer to as her Ad Fam for over 20 years.
Acutely aware of the struggles faced by many crew members, particularly those residing in the Altadena area wildfire, whose livelihoods were already strained by the downturn of production in the city. Witnessing the resilience of the community amidst the ashes ignited a spark in her, leading her to conceptualize Bid for LA.
Veronica envisions this initiative as a way to harness the collective power of the creative advertising industry, transforming shared passion into a lifeline for the city's gig economy.
This is a call to action for all marketers: Bid for Los Angeles. Bring your productions here and give our talented crews the opportunity to rebuild their livelihoods. By choosing LA, you're not just creating exceptional content, you're investing in a community, revitalizing our production sector, and ensuring that Los Angeles remains a global hub of creativity and innovation.
JENN MCCONVILLE
“We make production decisions every day—so why not make the choice to fuel LA’s recovery? This is our chance to use the power of our industry to not just rebuild, but to reinvest in the people and the place that have given so much to the advertising industry.”
Originally from Toronto, Jenn McConville has spent 30 years building a career in advertising, working in New York before making the leap to Los Angeles in 2020, right in the heart of the pandemic. She arrived in a city known as a production powerhouse, a place where agencies had long favored shooting—but in developing Bid for LA, she uncovered a disheartening reality: LA’s once-thriving commercial production industry was in decline.
The recent wildfires have only deepened the crisis, displacing industry workers and threatening the livelihood of the very people who make this city the creative capital it has always been. For Jenn, Bid for LA is more than a campaign—it’s a rally cry. By directing production dollars back into LA, brands and agencies have the power to not just create great work, but to invest in the recovery of a community that needs it now more than ever.
With LA as her home, Jenn is rallying brands and agencies around a simple but powerful idea: directing production dollars to LA isn’t just about making great work—it’s an investment in the livelihood of those impacted by the fires and in the future of an industry that has long been the backbone of this city.