IPG Mediabrands is expanding its creative content practice with the launch of Mediabrands Content Studio (MBCS) globally across 12 markets. MBCS is a data-driven content practice built on the intelligence and insight that media provides about which content connects brands with people in the most compelling and personalized way. MBCS will focus on creating content strategies for Mediabrands clients everywhere, with an approach focused on the three emerging categories of content: branded content opportunities with media partners; digital content that drives performance and engagement; and brand-fueled long- and short-form original content.
Brendan Gaul has been elevated to global chief content officer leading content studio efforts across all markets and reporting to Daryl Lee, Mediabrands global CEO.
The creation of MBCS marks a key step toward Mediabrands’ goal to integrate new and innovative content models more tightly into client solutions. MBCS will coordinate and bring together Mediabrands’ content capabilities around the world to marshal the power of data and media expertise in the creation of content experiences that grow brands.
In his new position, Gaul will lead the content capabilities of MBCS in key global markets to ensure the agency network continues to set the gold standard in content on behalf of its clients and their brands. Gaul previously served as UM’s global chief content officer and head of UM Studios, the agency’s creative content arm. UM is part of the IPG Mediabrands family. Gaul joined UM from McCann in 2006 and set up the first creative-led branded content studio at a media agency that same year. Shortly after, he took the helm at UM Studios, working with global brands like Johnson & Johnson, Coca-Cola and BMW to design branded content with media partners that resonates with target audiences.
Gaul has pioneered a model of original content development to create brand-funded long-form content such as documentaries, scripted films and TV shows. Gaul led the development, execution and distribution of the lauded documentary 5B, which established UM Studios as a leading player in this emerging space. Produced for client Johnson & Johnson, 5B has earned numerous awards, with major recognition including a Cannes Lions Grand Prix, a Clio Grand, a One Show Gold Pencil, and a permanent placement in the collection at the Museum of Modern Art via an AICP Show honor and two AICP Next Awards.
5B debuted at the 2019 Cannes Film Festival as part of its Special Screenings lineup; just a month later the film won the Entertainment Lions Grand Prix, among other honors, at the Cannes Lions International Festival of Creativity.
Directed by Dan Krauss and Paul Haggis via Saville Productions, 5B is named after a ward at San Francisco General Hospital which opened in 1983–the first full-fledged hospital unit dedicated to treating people with AIDS. The documentary told the stories of caretakers, patients and others impacted by the pioneering ward, introducing us to the likes of Mary Magee, a nurse who came out from New York with the hope of landing a job at 5B so that she could care for, comfort and protect AIDS patients who at that time were given a death sentence. Then there was Dr. Paul Volberding, an oncologist who committed to patient care at 5B even though he acknowledged fear for his health and that of his family since the extent of AIDS’ contagious nature wasn’t known at the time. He related that he and his wife had a hard time talking about the potential perils.
Gaul is recognized globally as a thought leader in content, serving as a jury member at the Cannes Lions Festival of Creativity and Brand Film Festival NY, a member of the Advisory Board for Brand Storytelling at Sundance and as part of Google’s advisory board of global creatives in the Google Assembly.
“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,” said Mediabrands' CEO Lee. “Brendan represents the best of Mediabrands–entrepreneurial drive, respectful collaboration and a focus on innovation that matters to our clients. I have no doubt Brendan will make great strides for Mediabrands in the content space and I look forward to the success he achieves in his newly expanded role.”
Gaul said, “The power of our data-fueled creative and media expertise drives the potential for content experiences that grow brands. 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.”
