Saatchi & Saatchi's Lee Daley heads launch of Gum global content operation

by Emma Barns, Campaign 05-Aug-05

Saatchi & Saatchi London is launching a global content operation next month, to be called Gum.

The initiative is being led by Saatchis' chairman and chief executive,
Lee Daley, but details of the project are under wraps until early
September.

The operation is expected to work with Saatchis' network offices in

order to handle content for global clients.

Branded entertainment has attracted growing interest from ad agencies in
recent years, with various above-the-line agencies setting up content
divisions.

WCRS launched Huge last July, while Miles Calcraft Briginshaw Duffy
opened Amplified, with the former Carlton TV chief executive Martin
Bowley at the helm, last September.

DDB London tied up with the content agency Stream to launch DDB Stream
earlier this year. And TBWA\London has worked with Stream since the
content agnency was set up in 2001.

Saatchis declined to comment on the new division.