McCann London Appoints Calum MacDonald-Ball as Head of Content Studios

​Calum MacDonald-Ball has been appointed by McCann London as head of content studios, as the agency seeks to make social and influencer marketing a key part of its strategy.

Calum has over 14 years experience working as a social and influencer leader and was previously head of social at Dentsu Creative UK.

His list of previous clients includes Mondelez, Amex, Warburtons, Kia, Pandora, Iceland and BT, while his work with ALDI garnered awards and created huge cultural moments.

As McCann’s head of content studios Calum will lead a team of 50 in building on the agency’s commitment to growing their social and influencer offering.

Crystal Malachais, global co MD McCann Content Studios and global head of influencer at McCann, said, “We are thrilled to welcome back Calum as the new head of MCS London. With his exceptional talent in social and influencer marketing, Calum brings invaluable experience and a proven track record to our team.

“Having previously spent six successful years with us, his return comes at a pivotal time as we look to capitalize on the remarkable 200% growth we've achieved in the last year. We are confident that under his leadership, we will continue to develop and expand our practice within McCann, ensuring that we remain at the forefront of the industry.”

McCann’s CEO Mel Arrow added, “Calum is a rare talent. I love working with him and clients love him too. I’m absolutely sure that Calum season 2 is going to be as good, if not better, than the critically acclaimed Calum season 1. I can’t wait.”

Calum said of his new role, “I’m excited to be coming back to McCann, and joining McCann London as MCS Lead. Social is where brands meet culture in real time, and McCann’s creative ambition, grounded in ‘Truth Well Told’, is the perfect platform to build that at scale.

“My focus is going to be on growing a world class leading social and influencer practice that blends culture with effectiveness: connecting creators, communities and commerce to deliver ideas people choose to spend time with and clients can measure. I can’t wait to partner with the team and our clients to turn earned attention into sustained brand growth.”

Crystal and Mel told LBB they hoped Calum’s appointment would “build on the existing success of MCS, by keeping us at the forefront of innovation and change, ensuring our existing and future clients can build their brands through social and creators, and not just one off virality.”