Hulu has tapped a longtime and prominent advertising exec to serve as its new head of creative.

Scott Donaton, who most recently served as chief content and creative officer at Publicis-owned digital ad agency Digitas, will now oversee Hulu’s in-house creative teams that produce brand marketing campaigns across TV, digital, social media, and in-product assets, Variety reports. He will also be charged with developing and executing new opportunities for Hulu’s brand partners, including custom content.

Donaton will report to Hulu CMO Kelly Campbell, and work closely with SVP and head of ad sales Peter Naylor, Variety reports, based out of the company’s Santa Monica headquarters beginning on Dec. 9. “[Donaton’s] creative instincts and strategic approach will help unify Hulu’s creative capabilities across all of our consumer and brand touchpoints,” Campbell told Variety in a statement.

In addition to being a prominent figure in the ad industry, Donaton is the author of a 2005 book titled Madison & Vine, which argues that the media and advertising industries must converge in order to survive. At Digitas, Donaton also oversaw the agency’s participation in the Digital Content NewFronts, which it co-founded. Prior to joining Digitas in 2015, Donaton served as global chief content officer of IPG MediabrandsUM unit. And prior to that, he was in the publishing business, serving as the publisher of both Entertainment Weekly and Ad Age.

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