Scott Donaton

Chief Content Officer, DigitasLBi

As Chief Content Officer at DigitasLBi, Scott Donaton leads the agency’s content practice in North America, partnering with clients to tell their stories in innovative and memorable ways. Donaton launched and leads Digitas Studios, which develops unique custom-content initiatives, strategies, and business models for clients.

Donaton also serves as the chief architect of the annual DigitasLBi NewFront, the anchor event of the Digital Content NewFronts, of which DigitasLBi is the only agency founding partner. Donaton’s thought-leadership has been published in numerous media outlets including Fast Company, Adweek, and Ad Age, among others, and he is a frequent speaker at industry events, including VidCon and the Cannes Lions Festival of Creativity.

Before joining DigitasLBi, Donaton was Global Chief Content Officer at Interpublic Group’s UM and head of UM Studios, where he led a team of award-winning content strategists and producers around the globe who developed creative programs and innovative experiences for UM Studios clients, including Chrysler, Coca-Cola, Johnson & Johnson, BMW, Brown Forman, ExxonMobil and Sony. Prior to UM, Donaton founded Ensemble, an Interpublic Group content studio, where he served as CEO from 2009 till 2013, when he merged Ensemble into UM to form UM Studios.

Donaton coined the phrase “Madison & Vine”, and is the author of a book by the same name. The book helped launch the branded-content revolution by declaring that the entertainment and advertising industries needed to converge to survive in the age of digital storytelling.

Prior to joining Interpublic, Donaton served as publisher of Entertainment Weekly. Before that, he was at Advertising Age, where he served as its editor for more than a decade before becoming publisher. While at Advertising Age, Donaton oversaw the publication’s extension into digital media, the expansion of its conference business and the growth of its global presence.

Donaton’s multiple awards and accolades include being inducted into the Advertising Hall of Achievement, being honored as of the 21 Most Intriguing People in Media by Media Industry Newsletter, and being named to the Folio 40. In 2013, Donaton served as president of the Branded Content & Entertainment jury at the prestigious Cannes Festival of Creativity.

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