Media As Creative Agency
The International Herald Tribune picks up on a theme explored at the PSFK Conference NYC with an article entitled 'Magazine companies start doing the work of advertising agencies'.
At the PSFK Conference New York, we ran a panel that looked at whether magazines could provide brands with better creative solutions than agencies, as they were far closer to the audience than an agency could normally expect to go. George Parker discussed the opportunities with panelists from Flavorpill, Theme and Engadget (the video is here) and we always felt that the media owners spent much of their time biting their tongue and not letting on how much they work directly with brands.
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