Scott Donaton

Scott Donaton

North America Chief Content Officer


As Chief Content Officer, Donaton leads the agency's content practice. DigitasLBi is a leader in the digital content space, as the only agency founder of the Digital Content NewFronts, and with exclusive content creation deals with partners like BuzzFeed and Epic Digital.

Donaton was named one of the "21 Most Intriguing People in Media" by Media Industry Newsletter, and described as having an "uncanny ability to anticipate the next thing."

Donaton was most recently Chief Content Officer at Interpublic Group's UM and head of UM Studios. He produced brand stories for clients including BMW, L'Oreal USA, Denny's, Johnson & Johnson, and Wells Fargo. Prior to UM, Donaton founded Ensemble, an Interpublic Group content studio, where he served as CEO. In 2013, he merged Ensemble into UM to form UM Studios.

Donaton produced award-winning content projects, including the Cannes Lions winner "Always Open," a web series for Denny's featuring Jason Bateman and Sarah Silverman; "Driving on Ice," a 2014 NBC documentary (and Cannes finalist) produced for BMW about the US Olympic team's 78-year quest for bobsled gold; "Style Stage" a documentary for Garnier Fructis, and "Alter/Egos," an original TV series that profiles the off-duty personalities of stars like David Yurman and Kevin Bacon.

From 2007 to 2009, Donaton served as publisher of Entertainment Weekly. Prior to that, he was at Advertising Age, where he served as editor from 1996 to 2006 before becoming publisher. He authored Madison & Vine, a label that would become synonymous with the convergence of entertainment and marketing.

In 2013, Donaton served as president of the Branded Content & Entertainment jury at the Cannes Lions Festival of Creativity.