Media As The New Creative Agencies
A new campaign 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.
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.