IPG Mediabrands Expands Creative Practice with Launch of Mediabrands Content Studio
November 10 2020 - 10:00AM
Business Wire
Brendan Gaul Elevated to Global Chief Content
Officer to Lead Content Studio Network Across 12 Global Markets
IPG Mediabrands today announced the agency network 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. Mediabrands has appointed
Brendan Gaul as Global Chief Content Officer leading content studio
efforts across all markets and reporting to Daryl Lee, Mediabrands
Global CEO.
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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 bring the
power of data and media expertise to the creation of content
experiences that grow brands.
“As the founder of UM Studios, and a pioneer in original content
development for brands, Brendan has been at the forefront of the
content revolution, playing a pivotal role in our clients’ ability
to connect their brands with powerful stories that move culture,”
said Lee. “Brendan represents the best of Mediabrands –
entrepreneurial drive, respectful collaboration and a focus on
innovation that matters to our clients. I have no doubt Brendan
will make great strides for Mediabrands in the content space and I
look forward to the success he achieves in his newly expanded
role.”
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.
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.
“The power of our data-fueled creative and media expertise
drives the potential for content experiences that grow brands,”
said Gaul. “Daryl and the Mediabrands leadership team share my
passion of bringing ideas and stories to life and I am excited to
grow and harness the power of our capabilities to develop
innovative content models and drive great storytelling for our
clients, globally.”
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 award-winning documentary, 5B, establishing
UM Studios as the leading player in this emerging space (click here
for the trailer). 5B has earned numerous awards, with major
recognitions 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.
Gaul is recognized globally as a thought leader in content,
serving as a jury member at the Cannes Lions Festival of Creativity
and Brand Film Festival NY, a member of the Advisory Board for
Brand Storytelling at Sundance and as part of Google’s advisory
board of global creatives in the Google Assembly. He has been
recognized as an Adweek Media All-Star and was named to The
Internationalist’s list of Agency Innovators.
For more information on Mediabrands Content Studio, please visit
the website IPGMEDIABRANDS.com/content.
ABOUT MEDIABRANDS:
Mediabrands is the media and marketing solutions division of
Interpublic Group (NYSE: IPG). Mediabrands manages approximately
$40 billion in marketing investment globally on behalf of its
clients across its full-service agency networks UM and Initiative
and through its award-winning specialty business units Reprise,
MAGNA, Orion Holdings, Rapport, Healix and the IPG Media Lab.
Mediabrands clients include many of the world’s most recognizable
and iconic brands from a broad portfolio of industry sectors
including automotive, personal finance, consumer product goods
(CPG), pharma, health and wellness, entertainment, financial
services, energy, toys and gaming, direct to consumer and
e-commerce, retail, hospitality, food and beverage, fashion and
beauty. The company employs more than 13,000 diverse marketing
communication professionals in more than 130 countries. For more
information, please visit our website: www.ipgmediabrands.com and
be sure to follow us on Twitter or Instagram.
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version on businesswire.com: https://www.businesswire.com/news/home/20201110005821/en/
Neena Koyen SVP, Head of Global Corporate Communications
Neena.koyen@umww.com
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