Neil Boorman (below), who established the content operation at Grey London, is joining rival Mother as content strategy director. Boorman, a former Guardian columnist and Channel 4 producer, worked on Volvo’s Cannes Grand Prix winner ‘Life Paint’ as well as GSK corporate and The Times at Grey.
Mother says Boorman’s new role will focus on “baking cultural impact into the creation, execution and delivery of Mother’s ideas, while also inspiring new and current business.”
Boorman says: “In the ongoing content land grab, there are only two winners; media agencies have the data and creative agencies have the stories. And if there’s one shop in the UK that can tell a story, it’s Mother. Creative flair, strategic rigor and boundless agility lie at the heart of the agency, the perfect environment to produce content that populates rather than emulates culture.”
Content heads seem to be the agency world’s new black at the moment. Quite a few seem to hail, originally, from print media. Given the dire employment prospects on Fleet Street and elsewhere, there will doubtless be other hacks trying to follow in the footsteps of Boorman and others like AllTogetherNow’s ex-NME editor Conor McNicholas.