Branded content currently supplies just 5 percent of Mindshare’s revenue in North America, but CEO Colin Kinsella hopes to double that figure in two years. To lead the charge, Kinsella has named Mindshare Entertainment’s David Lang to the new North American position of chief content officer.
Since 2007, Lang has been North American president of Mindshare Entertainment—the agency’s branded content production arm. He will retain that role. His new job is broader, however, and makes him a more central player on Kinsella’s management team. He starts this week.
A former showrunner at Broadway Video and producer on The Rosie O’Donnell Show, Lang becomes the second chief content officer at a media agency, after Scott Donaton at UM. The shift signals a desire among media shops to evolve beyond media buying to become bona fide players in content creation. The competition is fierce with creative, media and production companies all vying for that work.
“We’re going to be the agency around adaptive marketing and helping our clients react in real time to opportunities that come up,” said Kinsella, who likened the new role to being CCO at a creative shop. “The fuel to make that happen is around content.”
Lang’s notable projects at Mindshare Entertainment include In the Motherhood, a Web series starring Leah Remini that later became a network TV show.
This year, the unit also created a video likeness of a new Royal Caribbean cruise ship before it was even built, using architectural drawings, visual effects and celebrities.