Mindshare’s Content Guru on What It's Like to Be a Creative in a Media Agency

And why he hates the branded content label

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Specs

Current gig Co-president, Mindshare Content+ Entertainment N.A.

Age 39

Twitter @gvmanago

Adweek: What was it like to transition from TV to becoming a creative guy in a media agency?

Greg Manago: When I started at Mindshare in the beginning [2005], it was all under this rubric of branded entertainment. [Mindshare's chief content officer and I] always hated that—what is it? What's happened over the past 10 years is as content has become so important in media plans and the marketing mix our group evolved.

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