Mindshare, the media agency within WPP, has created some 250 branded campaigns for video and television over the past 9 years, says David Lang, Chief Content Officer and President of the agency’s entertainment division, in this interview with Beet.TV On the subject of viral video hits and paid vs. earned, Lang stresses the importance of paid. While the term “content is king” is fair, paid distribution is essential. “Distribution is queen” and just as important as content, he says.
Also in the interview, Lang speaks about his background as TV producer with Lorne Michaels and the approach to content creation at Mindshare which he refers to as storytelling vs. marketing.
We spoke with him last week at the Beet.TV summit on brand advertising where he was panelist. You can find videos from that event here.