Brendan Gaul Named Mc Canns Global Chief Entertainment Officer LBB Online

Published in Media and Entertainment on Thursday, August 14th 2025 at 10:49 GMT by lbbonline
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Brendan Gaul Appointed as McCann's Global Chief Entertainment Officer

In a significant move underscoring the growing convergence of advertising, entertainment, and branded content, McCann Worldgroup has announced the appointment of Brendan Gaul as its new Global Chief Entertainment Officer. This newly created role positions Gaul at the forefront of the agency's efforts to integrate entertainment strategies into its global operations, reflecting the evolving landscape where brands increasingly seek to engage audiences through immersive, narrative-driven experiences rather than traditional advertising alone.

Gaul, a seasoned executive with deep roots in both the creative and entertainment sectors, brings a wealth of experience to this position. Prior to this promotion, he served as President and Chief Content Officer at McCann New York, where he also led Craft New York, the agency's production arm. His leadership in these roles has been instrumental in driving innovative campaigns that blend storytelling with brand messaging, helping McCann stand out in a competitive market. Gaul's journey to this global role is marked by a track record of pioneering work at the intersection of Hollywood and Madison Avenue.

The appointment comes at a time when the advertising industry is undergoing a profound transformation. With consumers bombarded by ads across digital platforms, there's a pressing need for brands to create content that entertains, resonates emotionally, and fosters long-term loyalty. Gaul's expertise is particularly timely, as he has long championed the idea that entertainment is not just a tool for marketing but a core component of brand identity. In his new capacity, he will oversee McCann's entertainment initiatives worldwide, collaborating with teams across the agency's extensive network to develop strategies that leverage film, television, music, gaming, and emerging media like virtual reality.

Gaul's background is richly diverse, beginning with his founding of United Entertainment Group (UEG) in 2007. UEG quickly became a powerhouse in entertainment marketing, forging partnerships between major brands and entertainment properties. Under his guidance, UEG facilitated high-profile collaborations, such as integrating brands into blockbuster films, award shows, and celebrity endorsements. This venture caught the attention of industry giants, leading to its acquisition by IPG in 2018, which integrated UEG into the McCann ecosystem. Since then, Gaul has continued to build on this foundation, expanding McCann's capabilities in content creation and experiential marketing.

One of the hallmarks of Gaul's approach is his emphasis on authenticity and cultural relevance. He has been vocal about the importance of brands acting as cultural participants rather than mere advertisers. For instance, during his tenure at McCann New York, he spearheaded projects that involved co-creating original content with entertainment partners, resulting in campaigns that not only boosted brand visibility but also garnered critical acclaim. These efforts have included everything from scripted series tie-ins to live events that blur the lines between promotion and pure entertainment.

Chris Macdonald, CEO of McCann Worldgroup, praised Gaul's appointment, highlighting his unique ability to navigate the complexities of the entertainment world while delivering measurable results for clients. "Brendan's vision for entertainment as a strategic pillar is exactly what our clients need in today's fragmented media environment," Macdonald stated. "He has consistently demonstrated how to turn cultural moments into brand opportunities, and we're excited to see him scale this globally." This sentiment echoes the broader industry trend, where agencies like McCann are investing heavily in entertainment divisions to stay ahead of competitors.

In his new role, Gaul will report directly to Macdonald and work closely with other global leaders to infuse entertainment thinking into every aspect of McCann's services. This includes advising on talent partnerships, content development, and innovative formats that capitalize on streaming platforms and social media. Gaul himself expressed enthusiasm for the position, noting that "entertainment is the ultimate connector in a world where attention is the scarcest resource. I'm thrilled to lead McCann's charge in creating experiences that captivate and convert."

The creation of this global role also signals McCann's commitment to innovation amid challenges like ad fatigue and the rise of ad-blockers. By elevating entertainment to a C-suite priority, the agency aims to help clients like Mastercard, Microsoft, and Verizon—longstanding partners—craft narratives that transcend traditional spots. Gaul's influence is expected to extend to emerging trends, such as the metaverse and AI-generated content, where entertainment strategies can provide a competitive edge.

Looking ahead, Gaul's leadership could reshape how McCann approaches global campaigns. For example, he might push for more cross-cultural collaborations, drawing on his experience with international entertainment properties to tailor content for diverse audiences. His track record suggests a focus on measurable outcomes, blending creative flair with data-driven insights to ensure that entertainment investments yield strong ROI.

This appointment is not just a personnel change but a strategic pivot for McCann Worldgroup, one of the world's largest advertising networks with operations in over 100 countries. Founded in 1912, McCann has a storied history of iconic campaigns, from "Priceless" for Mastercard to groundbreaking work in digital innovation. By naming Gaul as Global Chief Entertainment Officer, the agency is doubling down on its belief that the future of advertising lies in storytelling that entertains first and sells second.

Industry observers see this as part of a larger wave, with other agencies like WPP and Publicis also bolstering their entertainment arms. Gaul's role could inspire similar moves, emphasizing the need for ad executives to think like producers and showrunners. As brands vie for cultural relevance, figures like Gaul—who bridge the gap between creativity and commerce—will be pivotal.

In summary, Brendan Gaul's elevation to Global Chief Entertainment Officer at McCann Worldgroup marks a bold step toward redefining branded content. With his proven expertise and forward-thinking vision, he is poised to guide the agency through the next era of entertainment-infused marketing, ensuring that McCann remains a leader in crafting experiences that resonate on a global scale. This development not only highlights Gaul's impressive career trajectory but also underscores the transformative power of entertainment in the advertising world. (Word count: 928)

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Brendan Gaul Named Mc Canns Global Chief Entertainment Officer LBB Online

Brendan Gaul Appointed as McCann's Global Chief Entertainment Officer