McCann combines social and influencer services to form McCann Content Studios

McCann has brought its social, influencer and connected social commerce services under one umbrella with the formation of McCann Content Studios. 

The IPG company has integrated its influencer agency ITB and McCann Live, the agency’s global social practice, to launch a global hub for social and creator capabilities.

The newly launched full-service content studio will offer a wide range of creative services starting from ideation to content creation and activation, audience engagement, influencer co-creation and production, and performance measurement and optimisation.

As part of the leadership team, Amit Sutha will take charge as President and Global Chief Client Officer, McCann Content Studios, and will be reporting to Daryl Lee, CEO, McCann Worldgroup and McCann. Most recently, he was the Global Chief Client Officer and Global President of Performance and Campaign Content at Mediabrands Content Studios.

The former Global Director of McCann Live, Monica Tailor, has also been elevated to Chief Social Marketing Officer at McCann and McCann Content Studios.

Also, Crystal Malachias, who was previously serving as SVP, Global Growth and Innovation at ITB, has been appointed as Global Head of Influencer for McCann Content Studios.

“Brands are increasingly interacting today in social communities in dialogue with fans, creators and influencers. McCann, with our deep heritage and experience in building enduring brand platforms, has been creating social storytelling for brands at scale for some time. 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,” said Daryl Lee, CEO, McCann Worldgroup and McCann, in a statement.

“We have some of the industry’s very best leading McCann Content Studios.  Amit is a content entrepreneur with a proven track record of commercial success. Monica is a pioneer of brand-driven social marketing for some of the world’s most socially impactful brands. Crystal is a trailblazing influencer marketing talent who understands the power of creators to shape culture and advocate for brands. Together, they represent a powerhouse of expertise that will help guide brands to new frontiers of co-creativity,” Lee added.