Magazine article ADWEEK

BBDO Taps Teddy Lynn to Tell Stories: CCO David Lubars Turns to a Media Agency Exec with a Hollywood Background to Make Branded Entertainment Part of the Pitch from the Start

Magazine article ADWEEK

BBDO Taps Teddy Lynn to Tell Stories: CCO David Lubars Turns to a Media Agency Exec with a Hollywood Background to Make Branded Entertainment Part of the Pitch from the Start

Article excerpt

In the race to own branded entertainment, BBDO's David Lubars believes storytellers will win, and he's betting that a media agency player with Hollywood roots will put his agency ahead of the competition.

This week Teddy Lynn becomes the first director of content at BBDO New York. At that level, he'll work closely with Lubars, the agency's chief creative officer for North America, on both new business pitches and existing client briefs.

BBDO has had success in branded content with the likes of Starbucks, General Electric, and HBO. But from Lubars' perspective, the agency's branded content work has been almost incidental. "Catch as catch can," he says. Lynn's main charge is to make marketers take the option more seriously from the get-go.

"There's a way to do it up front," says Lubars, who describes Lynn as "the missing link" in that equation.

The Lynn hire underscores the reality that as marketers question traditional forms of advertising, branded content has gained appeal, particularly amid the proliferation of new media channels.

Lynn's varied background itself illustrates the many paths to branded entertainment. The son of the director of My Cousin Vinny (Jonathan Lynn) and a psychoanalyst, he started out as an associate producer or co-producer of feature films, like 1998's Pleasantville. After returning to school to get an MBA, he launched a marketing/ entertainment consultancy that became the foundation for creative shop Arnold's foray into branded content. …

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