AgencySpy points out more trouble for ad agencies as media titles seem to do more of their work:
Cultural website Flavorpill has created a series of webisodes called “Out of Town” to promote Redken’s Urban Experiment line. Someone correct us if we’re wrong, but doesn’t McCann Erickson run the Redken account? Redken has primarily focused on traditional advertising methods. However, in recent years, it is has increasingly shifted its focus to web-based and other unconventional efforts. So… this is a prime example of the new trend where content providers are creating full scale campaigns for their advertisers because hell – not only do they understand the target demo better than the agencies, but they get the new media format.
Reflects the point we were trying to make in the NYC panel on Media As The New Creative Agency which interesting enough features Sascha from Flavorpill – the video is here.
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My question would not point so much to whom garners the producing credit, but rather the genesis of the engagement. Did the two entities (agency and media) partner in some working form, or did the brand approach FP directly?
I’m presuming it’s the latter, since the shift isn’t as massive in the former instance…
August 3rd, 2007 at 9:50 am
Or, alternatively, the media company approached the brand directly, which is how the magazine custom-publishing groups do it.
Sales staffs at larger consumer magazines have longstanding relationships with larger clients, as well as their agencies. A custom-pub project is usually sold directly to the client: “Imagine the beauty and power of [YOUR BRAND HERE] Magazine to engage your buyers!”
The agency is pulled in afterward. Sometimes they kick, scream, and bitch (not our idea, not on message, completely different than the brand vision). Occasionally an agency will be outright obstructive and passive-aggressive.
Or, ummmmmm, so I’ve heard.
August 7th, 2007 at 5:40 am