IPG Mediabrands Expands Creative Practice With Content Studio

Mediabrands Content Studio launches globally across 12 markets

Brendan Gaul will lead the offering as global chief content officer IPG

IPG Mediabrands is expanding its creative practice with Mediabrands Content Studio, a data-driven content practice.

Informed by media insights about which content connects brands with audiences in a more personal way, Mediabrands Content Studio is now available globally across 12 markets. The practice will focus on crafting strategies centered on branded content opportunities with media partners, digital content designed to drive performance and engagement, and brand-driven original content.

IPG Mediabrands promoted Brendan Gaul to lead Mediabrands Content Studio as global chief content officer, tasking him with leading content efforts across all markets while reporting directly to IPG Mediabrands global CEO Daryl Lee. Gaul previously spent over 14 years with IPG Mediabrands agency UM, including the past three years as global chief content officer. He also served as head of UM Studios, the agency’s creative content arm, which he founded shortly after arriving at the agency from McCann in 2006.

“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,” Lee said in a statement. “Brendan represents the best of Mediabrands—entrepreneurial drive, respectful collaboration and a focus on innovation that matters to our clients.”

During his time at UM, Gaul helped lead development, execution and distribution of the Cannes Lions Grand Prix-winning documentary 5B, which also earned a permanent place in the Museum of Modern Art and helped lead UM to a selection as Adweek’s 2019 U.S. Media Agency of the Year. Gaul was also named to Adweek’s list of Media All-Stars back in 2015.

“The power of our data-fueled creative and media expertise drives the potential for content experiences that grow brands,” Gaul said in a statement. “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.”

The launch arrives near the close of a year of ups and downs for IPG Mediabrands and Gaul’s former agency. Back in April, IPG Mediabrands implemented furloughs and layoffs across its agencies of about 5% of staff due to the business impact of the pandemic. UM has seen its share of new business successes in 2020, however, including being named global media agency of record for Energizer Holdings and winning media responsibilities for Gallo Wines.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.