By: Stephen Lepitak, The Drum
UM has rolled out its content creation arm UM Studios for the first time outside of the US, having hired James McAllister as content director.

UM Studios London will be led by former TV producer McAllister, previously executive producer at VCCP, who has been tasked with multi-platform content creation as UM London aims to expand its client service offering and share audience engaging brand stories.

McAllister will work with all departments within UM London to offer content propositions to the likes of Microsoft and Haagen Dazs.

Speaking to The Drum, Andy Corcoran, managing partner for the creative strategy team, Ideation, explained that the creation of the division allowed UM London to offer the service of branded content creation without the need to outsource when necessary.

“UM Studios is a truly integrated, ideas-based practice that aims to put brand storytelling at the heart of UM London, inspired by insights, distributed to the right audiences at the right times in the right places, and proven by measurement,” he explained.

Russell Place, managing director of UM London added that content was the business of every agency: “With UM Studios in-house we can better manage the creation, production and distribution of content.”

UM Studios is already established within the agency in the US, headed up by global chief content officer, Scott Donaton.