IPG Mediabrands Unveils Global Data-Driven Content Agency

IPG Mediabrands Unveils Global Data-Driven Content Agency

IPG Mediabrands has 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.

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.




Please login with linkedin to comment

IPG Mediabrands

Latest News

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]