By Alison Weissbrot
In today’s fragmented media landscape, the message has to fit the medium.
Media agencies are often in the best position to make that link because of the audience data they sit on and their expertise across media platforms. That’s why IPG Mediabrands said on Tuesday it’s formalizing a content offering across its agencies — UM, Initiative and Reprise — to deliver on this need for clients.
The offering, called Mediabrands Content Studio, will be led by Brendan Gaul, who has been elevated to global chief content officer at Mediabrands. The group pulls together pockets of creative capabilities from Mediabrands agencies in 12 key markets, from long-form doc
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