LONDON — In January, Starcom MediaVest Group (SMG) announced it would re-use some US publishers’ “evergreen” articles to tell marketers’ stories. Now it is about to ope the program, Content@Scale, elsewhere in the world.

“We’ve rolled it out in the US and will roll it out in 2014 in many other markets around the world,” says Olivier Gers, global president of LiquidThread, another SMG initiative combining three SMG content-creating units.

“We have relationships with 20+ publishers in the US and South America, and we’ll establish more relationships in other markets as well – to establish the best of evergreen content and push that content within paid display in other markets.”

We spoke with Gers as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over four weeks. The series is sponsored by Videology.