Interpublic's McCann has launched McCann Content Studios, a global center for social and creator capabilities. IPG’s influencer agency ITB will join the new unit as will McCann LIVE, the network’s social practice. 

The agency says the goal is to simplify for clients the process of working on social and creator-led campaigns. 

The new studio will offer creative services, audience development, creator partnerships, and performance measurement.  

Three executives have been tapped to run the new operation, which will house over 100 employees. Amit Sutha has been tapped as President and Global Chief Client Officer of the unit, reporting to agency CEO Daryl Lee. Most recently, Sutha was Global Chief Client Officer and Global President of Performance & Campaign Content at sibling agency Mediabrands Content Studios. 

Monica Tailor, formerly Global Director of McCann LIVE, has been elevated to Chief Social Marketing Officer of McCann and McCann Content Studios.  

Crystal Malachias has been appointed Global Head of Influencer for McCann Content Studios, having previously served as SVP, Global Growth & Innovation at ITB. 

They will serve clients previously managed by McCann Live and ITB, including Aldi, Converse, Ulta Beauty and the New York Lottery. 

Stated Lee: ““Brands are increasingly interacting today in social communities in dialogue with fans, creators and influencers. McCann … has been creating social storytelling for brands at scale for some time now. McCann Content Studios will provide our clients with a way to participate in the creator economy and co-create with them without losing their brand’s unique perspective and social voice, getting the best of both worlds.”