Comments on: Media As Creative Agency: Boing Boing Does Cheetos http://www.psfk.com/2009/02/media-as-creative-agency-boing-boing-does-cheetos.html Ideas & Trends Mon, 23 Nov 2009 18:51:10 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Hashem Bajwa http://www.psfk.com/2009/02/media-as-creative-agency-boing-boing-does-cheetos.html/comment-page-1#comment-250707 Hashem Bajwa Sat, 14 Feb 2009 00:37:21 +0000 http://www.psfk.com/2009/02/media-as-creative-agency-boing-boing-does-cheetos.html#comment-250707 Great post! The wonderful bit of this is that the creative agency (Goodby, where I work) developed this idea with Federated Media in close partnership. So I would say its not "media AS the creative agency", its creativity period. Its too easy to say there is a media agency doing creative agency's work or a creative agency doing media's work. These lines are blurred. Creative ideas matter and the way we get to them is just a lot different, mixed, blurred, and then remixed again. I love examples like this with FM because it offers meaningful, measurable and creatively exciting marketing executed in new forms. Great post! The wonderful bit of this is that the creative agency (Goodby, where I work) developed this idea with Federated Media in close partnership. So I would say its not “media AS the creative agency”, its creativity period. Its too easy to say there is a media agency doing creative agency’s work or a creative agency doing media’s work. These lines are blurred. Creative ideas matter and the way we get to them is just a lot different, mixed, blurred, and then remixed again. I love examples like this with FM because it offers meaningful, measurable and creatively exciting marketing executed in new forms.

]]> By: Matthew DiPietro http://www.psfk.com/2009/02/media-as-creative-agency-boing-boing-does-cheetos.html/comment-page-1#comment-250122 Matthew DiPietro Mon, 09 Feb 2009 16:42:52 +0000 http://www.psfk.com/2009/02/media-as-creative-agency-boing-boing-does-cheetos.html#comment-250122 Piers - Great post. Thanks for the shout-out. I love that you note this as a "win-win-win" for the publisher, brand and reader. That's a crucial notion regarding media and advertising in this day and age. If marketing doesn't bring some sort of value to the table, it will be ignored at best and reviled at worst. Another thing I'd like to point out about this particular example is that Xeni hit the ball out of the park when it comes to transparency. She respects her audience and the brand enough to help them navigate each others' worlds. She gives the brand a way into her community, and introduces the brand in a way that her community appreciates. Great stuff. Matthew DiPietro, Federated Media Piers – Great post. Thanks for the shout-out. I love that you note this as a “win-win-win” for the publisher, brand and reader. That’s a crucial notion regarding media and advertising in this day and age. If marketing doesn’t bring some sort of value to the table, it will be ignored at best and reviled at worst.

Another thing I’d like to point out about this particular example is that Xeni hit the ball out of the park when it comes to transparency. She respects her audience and the brand enough to help them navigate each others’ worlds. She gives the brand a way into her community, and introduces the brand in a way that her community appreciates. Great stuff.

Matthew DiPietro, Federated Media

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