CANNES, France — Some of the biggest brands in the world are now expecting agency partners to make and distribute mobile content, says Nikki Mendonça, President of OMD across EMEA, during an interview with Beet.TV. Brands such as McDonald’s, Pepsico and Walt Disney had looked to the agency to deliver short-form content.

“Not only are consumers demanding more content, but this also means a redefinition of the agency from a media agency to a marketing communications agency with a full-service proposition for our advertisers,” she says. “There is a massive opportunity to bring down some legacy barriers between design, PR and media and we are seeing a blurring and merging of the landscape.”

As the agency develops more content from the ground up, key factors to consider in advance are what makes video shareable, how the video will live in the social sphere and what are the best distribution techniques. For more insight into OMD’s approach to mobile video content, check out this video interview.

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