DigitasLBi Poaches Scott Donaton For New Chief Content Officer Post
- by Larissa Faw , December 11, 2014
Citing the continued evolution of the digital content marketplace, DigitasLBi has named Scott Donaton to the newly created role of North America Chief Content Officer.
Donaton will lead the agency’s content practice and oversee a range of content offerings including digital marketing strategies, and partnership models, like exclusive deals with BuzzFeed and Epic Digital, as well as the development of brand programming. He will also be involved with the Digital Content NewFronts.
The creation of the Chief Content Officer role is a testament to the agency’s growing focus on original content – telling the most compelling, valuable stories for brands, say agency executives.
“Scott is a brilliant strategist and innovator, with a proven track record of award-winning content. His creative thinking, production expertise, and studio relationships make him uniquely qualified to grow our content practice,” says Tony Weisman, North America CEO.
“A pioneer of the converged entertainment and marketing space (or, as he coined, ‘Madison & Vine’), his expertise on connecting brands and audiences is unmatched. We’re thrilled to welcome him to DigitasLBi.”
Donaton has spent time both within the ad industry and on the media side. He was most recently Chief Content Officer at Interpublic Group’s UM and head of UM Studios, where he produced brand stories for clients including BMW, L’Oreal USA, Denny’s, Johnson & Johnson, and Wells Fargo.
Prior to UM, Donaton founded Ensemble, an Interpublic Group content studio, where he served as CEO. In 2013, Donaton served as president of the Branded Content & Entertainment jury at the Cannes Lions Festival of Creativity. Meanwhile, his media career includes stops at Entertainment Weekly and Advertising Age.
“DigitasLBi has played an integral role in creating and shaping today’s robust digital content marketplace,” says Donaton. “I’m excited by the agency's unique marriage of data, technology and storytelling capabilities, and look forward to jumping in fast to partner with clients to tell their stories in innovative and memorable ways.”
Donaton will be based in New York, reporting to Weisman.
Citing the continued evolution of the digital content marketplace, DigitasLBi has named Scott Donaton to the newly created role of North America Chief Content Officer.
Donaton will lead the agency’s content practice and oversee a range of content offerings including digital marketing strategies, and partnership models, like exclusive deals with BuzzFeed and Epic Digital, as well as the development of brand programming. He will also be involved with the Digital Content NewFronts.
The creation of the Chief Content Officer role is a testament to the agency’s growing focus on original content – telling the most compelling, valuable stories for brands, say agency executives.
“Scott is a brilliant strategist and innovator, with a proven track record of award-winning content. His creative thinking, production expertise, and studio relationships make him uniquely qualified to grow our content practice,” says Tony Weisman, North America CEO.
“A pioneer of the converged entertainment and marketing space (or, as he coined, ‘Madison & Vine’), his expertise on connecting brands and audiences is unmatched. We’re thrilled to welcome him to DigitasLBi.”
Donaton has spent time both within the ad industry and on the media side. He was most recently Chief Content Officer at Interpublic Group’s UM and head of UM Studios, where he produced brand stories for clients including BMW, L’Oreal USA, Denny’s, Johnson & Johnson, and Wells Fargo.
Prior to UM, Donaton founded Ensemble, an Interpublic Group content studio, where he served as CEO. In 2013, Donaton served as president of the Branded Content & Entertainment jury at the Cannes Lions Festival of Creativity. Meanwhile, his media career includes stops at Entertainment Weekly and Advertising Age.
“DigitasLBi has played an integral role in creating and shaping today’s robust digital content marketplace,” says Donaton. “I’m excited by the agency's unique marriage of data, technology and storytelling capabilities, and look forward to jumping in fast to partner with clients to tell their stories in innovative and memorable ways.”
Donaton will be based in New York, reporting to Weisman.
Mr. Donaton's post-print career arc and success is a testament to the best print journalists being more than able to apply their skill sets to post-print platforms. [Speaking of "post," this one is a testament to a unique asset digital lords over print: you can repeat the same body text twice in the same space without it crowding out another article on the page or elsewhere in the publication. ;-)]