IPG Mediabrands is expanding its creative content practice with the launch of Mediabrands Content Studio (MBCS) globally across 12 markets. MBCS is a data-driven content practice built on the intelligence and insight that media provides about which content connects brands with people in the most compelling and personalized way. MBCS will focus on creating content strategies for Mediabrands clients everywhere, with an approach focused on the three emerging categories of content: branded content opportunities with media partners; digital content that drives performance and engagement; and brand-fueled long- and short-form original content.
Brendan Gaul has been elevated to global chief content officer leading content studio efforts across all markets and reporting to Daryl Lee, Mediabrands global CEO.
The creation of MBCS marks a key step toward Mediabrands’ goal to integrate new and innovative content models more tightly into client solutions. MBCS will coordinate and bring together Mediabrands’ content capabilities around the world to marshal the power of data and media expertise in the creation of content experiences that grow brands.
In his new position, Gaul will lead the content capabilities of MBCS in key global markets to ensure the agency network continues to set the gold standard in content on behalf of its clients and their brands. Gaul previously served as UM’s global chief content officer and head of UM Studios, the agency’s creative content arm. UM is part of the IPG Mediabrands family. Gaul joined UM from McCann in 2006 and set up the first creative-led branded content studio at a media agency that same year. Shortly after, he took the helm at UM Studios, working with global brands like Johnson & Johnson, Coca-Cola and BMW to design branded content with media partners that resonates with target audiences.
Gaul has pioneered a model of original content development to create brand-funded long-form content such as documentaries, scripted films and TV shows. Gaul led the development, execution and distribution of the lauded documentary 5B, which established UM Studios as a leading player in this emerging space. Produced for client Johnson & Johnson, 5B has earned numerous awards, with major recognition including a Cannes Lions Grand Prix, a Clio Grand, a One Show Gold Pencil, and a permanent placement in the collection at the Museum of Modern Art via an AICP Show honor and two AICP Next Awards.
Read Full Article On SHOOT.