Need to Roll Your Own Content? Digitas Brings the Zig Zag Papers

When you think about it, isn’t the phrase “branded content” longer than it needs to be? What’s the suffix “-ed” contribute, really? And “video,” while pleasingly brief, doesn’t really cover animation, does it?

The folks at Digitas have solved both linguistic failings with the launch of The Third Act, a new agency described as a “brand content platform” geared toward helping clients produce “motion media” content.

Whatever the verbiage used to describe it, the strategy behind this latest move from Digitas is clear. As clients are compelled to produce ever more original content, especially video content, it behooves the larger agency networks to mobilize their creative resources to serve that purpose.

To that end, The Third Act aims to offer a soup to nuts video services menu, beginning with idea development and extending to production and distribution on various platforms. The Third Act will tap talent from the agency’s Boston and Chicago offices, as well as global production resources.

Based in New York, the entity will be helmed by SVP and MD Stephanie Sarofian and report up to global chief creative officer Marc Beeching. Digitas plans to showcase its new baby at a June 5 event in New York called Digital Content NewFront.