LOS ANGELES — “Best-in-class content is alive and well” as new distributors and marketers alike take the opportunity to reach consumers, says an ad agency exec.

“We’ve seen an explosion of the golden age of content,” UM WW’s north America president Sarah Personette, who was Facebook’s own agency relations director until 2013, tells Beet.TV. “Consumers want and demand smarter content than ever before – that’s why you’re seeing the rise of House Of Cards.”

And that’s also why marketers need both to work with distributors to program their own content-led campaigns, Personette, says, pointing to Driving On Ice, a documentary made for NBC and online channels to illustrate BMW.

We interviewed her at the 4A’s annual leadership meeting. See the rest of our coverage here.