According to Ad Age, the big guys are recognizing the need for content, not advertising.
Branded-entertainment veteran Doug Scott is moving to Ogilvy & Mather North America, where he’ll develop the agency’s content offering.
His mandate is to bring together the wide variety of Ogilvy’s disciplines, from ads to promotion and PR, to develop and execute nontraditional ideas across a wide range of media.
Mr. Scott’s hire comes as Madison Avenue giants such as BBDO and JWT try to expand their capabilities in the world of original, branded content in the TV, film, music, mobile and concert arenas. Just last month, Omnicom Group’s BBDO hired Fallon’s Brian DiLorenzo as executive director-content.