IPG’s Influencer Marketing Agency, ITB, will join McCann Content Studios
McCann Worldgroup announced the launch of McCann Content Studios, with the aim of offering clients a global social and influencer marketing and connected social commerce capability. IPG’s influencer agency, ITB, will be incorporated into the new unit. McCann LIVE, the network’s social practice that pioneered work for clients such as Aldi, in the United Kingdom, and Converse, in the United States, will also be part of McCann Content Studios.
McCann Content Studios will be home to the network’s social and influencer strategy capabilities, including social creative ideation and content creation, audience strategies and activation and social connections, co-creation and production of influencer content, as well as measurement and optimization of performance.
ITB, IPG’s pioneering influencer agency, will be integrated into McCann Content Studios. By combining this capability with McCann Worldgroup’s social and social commerce offerings, the agency promises its clients have access to a full-service social content and influencer marketing capability, eliminating the barrier between social and influence that has emerged in industry.
“Today, brands are increasingly interacting with social communities, engaging with fans, creators and influencers. McCann Worldgroup, with its deep experience in building long-running platforms for brands, has been creating social stories at scale for some McCann Content Studios offers our customers 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,” said Daryl Lee, global CEO of McCann and McCann Worldgroup.
The leadership of the new unit was also announced, Amit Sutha was named president and global chief client officer of McCann Content Studios, reporting to Lee.
Monica Tailor, former global director of McCann LIVE, has been promoted to chief social marketing officer of McCann and McCann Content Studio. Under Tailor’s leadership. Crystal Malachias took on the role of global head of influencer at McCann Content Studios, previously SVP of Global Growth & Innovation at ITB.
“We have some of the industry’s best professionals leading McCann Content Studios. Amit is a content entrepreneur with a recognized track record of commercial success. Monica is a pioneer of brand-driven social marketing for some of the world’s highest social impact brands. Crystal is a talented trailblazer in influencer marketing and understands the power of creators to shape culture and advance brands. Together, they represent a powerhouse of expertise that will help guide brands toward new frontiers of co-creativity,” Lee added.
