While Smith says he was given freedom to pursue content projects at W+K, he says he was drawn to BBDO, where Lubars and worldwide CEO Andrew Robertson have made developing new forms of content a key agency mandate and where he will have a chance to work on big ticket accounts like Pepsi. "Part of my job description will be making this content thing happen," he says. "To have the marketing dollars behind it kicks it to a new level." In L.A., Smith will be based out of the offices of director Jesse Dylan, who is currently finishing up the feature Kicking & Screaming with Will Ferrell.
Smith says he will work with Dylan on some projects but is talking to a range of players in the advertising and entertainment industries. "David and I plan on working with anyone with a great idea," says Smith, citing the advantage of being able to leverage contacts he's built up working in different cultural and media milieus and through his current location amid Hollywood movers. And he's not thinking small. "I'm talking about a Friends, I'm talking about a movie that will be up for an Oscar," he says. -Teressa Iezzi