Comments on: Media As The New Creative Agencies http://www.psfk.com/2007/08/media-as-the-new-creative-agencies.html Ideas & Trends Wed, 25 Nov 2009 01:14:19 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: John Voelcker http://www.psfk.com/2007/08/media-as-the-new-creative-agencies.html/comment-page-1#comment-6606 John Voelcker Tue, 07 Aug 2007 10:40:25 +0000 http://www.psfk.com/2007/08/media-as-the-new-creative-agencies.html#comment-6606 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. 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.

]]> By: Ryan Griffin http://www.psfk.com/2007/08/media-as-the-new-creative-agencies.html/comment-page-1#comment-6528 Ryan Griffin Fri, 03 Aug 2007 14:50:22 +0000 http://www.psfk.com/2007/08/media-as-the-new-creative-agencies.html#comment-6528 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... 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…

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