Scott Donaton, former editor editor of Ad Age, who leads the two-year-old, IPG branded content unit Ensemble, has his first big, high-profile campaign with a progam for Denny's.
The branded series is called "Always Open."
We spoke with Donaton last week at the OMMA Video conference where he was on a panel about the opportunities around branded video.
In this interview, he explains the campaign, which was designed to bring a younger, hipper demographics to the national chain of diners.
The series takes place in a Denny's with conversations hosted by Dave Koechner with guests, including Sarah Silverman, Amy Poehler and other celebs.