Content professionals from the film industry are now being integrated into the core of the creative department at big time shops like BBDO, which signals the rapid maturing of this old-but-new-again marketing form.
The son of the director of My Cousin Vinny (Jonathan Lynn) and a psychoanalyst, he started out as an associate producer or co-producer of feature films, like 1998’s Pleasantville. After returning to school to get an MBA, he launched a marketing/entertainment consultancy that became the foundation for creative shop Arnold’s foray into branded content. More recently, Lynn was an executive creative director in the content and experiences group at Universal McCann, working on Microsoft’s Bing, Windows 7, and Xbox Kinect.
“He’s a firecracker,” Lubars says. “He has done the stuff. He’s not a bullshitter.”
Will BBDO turn into a movie studio for brands, now that they have a Hollywood producer on staff? I’d say yes, to some degree, that’s a likely outcome. Advertising will still be front and center at BBDO, as it will elsewhere, but it’s about getting the mix right. Ads and content together are a potent force, especially when they’re conceived and executed by the same hard-hitting team.
Previously on AdPulp: WKE Is A Pure Entertainment Play. My Advice: Dirty It Up.