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Doug Scott’s recent departure from OgilvyEntertainment, the successful unit he founded eight years ago, has raised questions about whether its WPP parent might fold it into another corporate entertainment sibling like media agency Mindshare Entertainment or GroupM Entertainment at the operating level. While Ogilvy execs say that isn’t in the works, such speculation still begs the larger industry question: As media, creative and PR agencies—along with production companies—vie to lead the growing number of marketer content initiatives, where should responsibility for branded storytelling reside? With traditional advertising becoming less profitable, everyone, obviously, is scrambling for these new income sources.
On the creative agency front, proponents argue that without a great concept born from understanding a brand’s narrative, long-form storytelling doesn’t hold an audience’s attention and justify the media expense.
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