McCann launches its own content studio

Adgully Bureau |

McCann, a brand that provides marketers with best-in-class strategic and creative services, has introduced McCann Content Studios, a global center for social and creator capabilities. 

With an aim of simplifying the process for clients working on social and creator-led campaigns, this new studio will offer creative services, audience development, creator partnerships, and performance measurement — combining full-service social and creator strategy and execution into a single entity. The McCann Content Studio will include the social and creator strategy and execution, all under one roof. 

Before the launch of this studio, the work was divided across two agencies- McCann Live which handled social, and ITB which focused on creators. McCann Content Studios will now handle both the practices and bring their teams together under one roof. It will also take on both agency’s clients, immediately adding Aldi, Converse, Ulta Beauty and the New York Lottery to its roster.

Monica Tailor, Chief Social Marketing Officer, Crystal Malachias, Global Head of Influencer, and Amit Sutha, President and Global Chief Client Officer, will have the responsibility of the core team, which will consist of more than 100 employees. The core team will be serving clients previously managed by McCann Live and ITB, including Aldi, Converse, Ulta Beauty and the New York Lottery and many more. 

All the three heads, Monica Tailor, Crystal Malachias and Amit Sutha, will be taking on new roles as McCann Content Studios launches. Tailor, prior to this, was Global Director at McCann Live. Malachias was SVP of Global growth and innovation at ITB, and Sutha was Global Chief Client Officer and Global President of performance and campaign content at Mediabrands’ Content Studio.

McCann Content Studios aims to complement the agency’s growing audience practice by looking for content consumers and creators that are a right fit for its clients.

Daryl Lee, Global CEO of McCann Worldgroup, says: "What McCann Content Studios allows us to do is marry brand storytelling with cultural storytelling and make sure that they are complimentary. You're participating in cultural conversations, but you're keeping that brand narrative front and center so that it all adds up and doesn't feel like it's coming from two disjointed places."