Why Media Agency Executives Should Act Like Movie Producers

OMD's Greg Castronuovo is inspired by Harvey Weinstein

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The content revolution is changing the role of media agency executives as they move beyond planning and buying into overseeing the production and distribution of content. As a result, argues OMD West president Greg Castronuovo, agency players need to function like movie producers. Case in point: OMD West's U.S. "Live in Levi’s" effort, which was designed for cross-channel execution across TV, cinema, print, out-of-home, digital, mobile and tablet. The push reconnects with the brand’s roots and reinforces the connection between the iconic brand and its new Levi’s Stadium.

Why do media agency execs have to operate like producers today?
Let’s use producer Harvey Weinstein as an example.

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