Mediabrands unveils global content studio, rolls out in 12 markets

IPG's Mediabrands has launched a content studio, aptly named Mediabrands Content Studio. Rolling out globally across 12 markets, the Mediabrands Content Studio will focus on creating content strategies for Mediabrands clients, with an approach focused on the three emerging categories of content: branded content opportunities with media partners, digital content that drives performance and engagement, as well as brand-fueled long- and short-form original content.

The Mediabrands Content Studio is said to be 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 personalised way.

According to Mediabrands, the creation of its content studio marks a key step toward its goal to integrate new and innovative content models more tightly into client solutions. Mediabrands Content Studio 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. MARKETING-INTERACTIVE has reached out for additional information.

To lead the new content studio, Mediabrands has appointed Brendan Gaul (pictured) as global chief content officer leading content studio efforts across all markets. Gaul will lead the content capabilities of MBCS in key global markets, and will report to Daryl Lee, Mediabrands' global CEO.

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 such as Johnson & Johnson, Coca-Cola and BMW to design branded content with media partners that resonates with target audiences. Gaul has also pioneered a model of original content development to create brand-funded long-form content such as documentaries, scripted films and TV shows.

Gaul said he is excited to grow and harness the power of Mediabrands' capabilities to develop innovate content models and drive great storytelling globally for its clients. "The power of our data-fueled creative and media expertise drives the potential for content experiences that grow brands," he said, adding that Lee and the Mediabrands leadership team shares his passion of bringing ideas and stories to life. 

“As the founder of UM Studios, and a pioneer in original content development for brands, Gaul 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,” Lee said. He added that Gaul would make great strides for Mediabrands in the content space, having an entrepreneurial drive, respectful collaboration and a focus on innovation that matters to clients.

Mediabrands was previously known as IPG Mediabrands, and went through a change in its global branding as part of its brand evolution in September. Besides simplifying its brand name, the agency has introduced updated elements including a simplified logo, and added its global brand colors to its business cards. The simplification of the IPG Mediabrands logo to Mediabrands is said to shine a light on Mediabrands on its own, with its focus remaining on supporting the brands within, which includes UM, Reprise, and Initiative.

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