McCann appoints Brendan Gaul to spearhead long-format content ventures
McCann, the renowned advertising agency, has made a strategic move to strengthen its creative legacy by integrating TRAVERSE32, a long-form entertainment production studio, into its creative network. The move aims to unlock new opportunities for original content development, transforming creative concepts into long-form narratives that can transcend traditional marketing.
In his new role as McCann's global chief entertainment officer, Brendan Gaul, the global president of TRAVERSE32, will identify potential entertainment ideas within McCann's creative work. The TRAVERSE32 team of six will join McCann as a dedicated, on-demand resource for its global creative teams.
The Role of TRAVERSE32 within McCann
TRAVERSE32 assesses creative ideas developed by McCann’s teams and identifies which can evolve into entertainment properties, enabling seamless transition from short-form ads to film or series concepts. It leverages deep industry relationships with directors, creators, and producers to raise the quality and ambition of branded content, ensuring that stories are compelling and culturally significant.
The team handles critical production infrastructure and legal complexities, reducing barriers for clients who want to “make a film” or launch documentary-style content grounded in their brand narratives. This integration aligns brand-owned IP very closely with creative and production capabilities, allowing McCann to create holistic entertainment strategies from ideation to distribution.
Notable Outcomes
Notable outcomes from this approach include award-winning projects like The Final Copy of Ilon Specht for L’Oréal Paris and Dear Santa for the U.S. Postal Service, demonstrating TRAVERSE32’s ability to transform brand stories into celebrated long-form entertainment.
A Return to McCann
Gaul's new role marks a return to the company, where he began his career 22 years ago as an art director. The restructuring of McCann Worldgroup under global CEO Daryl Lee in May is aimed at serving a rise in project work and reducing silos across its network.
Preparing for a Merger
The reshuffling of TRAVERSE32 under McCann is happening as IPG prepares to be acquired by Omnicom; the deal is expected to clear remaining regulatory hurdles this fall.
McCann has a history of creating cultural works that transcend advertising, such as A Charlie Brown Christmas for Coca-Cola and the final episode of Mad Men. With the integration of TRAVERSE32, McCann aims to further solidify its position as a leader in creating engaging, culturally relevant entertainment content.
[1] Adweek. (2022, June 28). McCann Integrates TRAVERSE32 as Specialised Entertainment Studio. Retrieved from https://www.adweek.com/creativity/mccann-integrates-traverse32-as-specialised-entertainment-studio/
[2] Campaign US. (2022, June 28). McCann integrates TRAVERSE32 as specialist entertainment studio. Retrieved from https://www.campaignlive.com/article/mccann-integrates-traverse32-specialist-entertainment-studio/1794055
[3] The Drum. (2022, June 28). McCann integrates TRAVERSE32 as specialist entertainment studio. Retrieved from https://www.thedrum.com/news/2022/06/28/mccann-integrates-traverse32-specialist-entertainment-studio
[4] Ad Age. (2022, June 28). McCann integrates TRAVERSE32 as specialist entertainment studio. Retrieved from https://adage.com/article/news/mccann-integrates-traverse32-specialist-entertainment-studio/2351269
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