Alternative marketing thinking

iCONTRACT

BBH creating media properties

What will agencies do if clients are going directly to media houses? Well BBH has a plan, and they are busy creating marketable ideas with their new company called Zag. Their first property, MrsO is a website that tracks the style of the new American first lady, Michelle Obama. Mrs. O and Zag are part of a business model transformation in the advertising industry. Agencies are parlaying their expertise in marketing the brands of other companies into creating and marketing their own. “Advertising is a massively old model based on the 1950s. As media has proliferated, it’s become a lot harder for us to earn enough money off our ideas,” said Ben Jenkins, the strategic director of Zag. “Zag is about creating the properties ourselves from scratch and having 100 percent of it.” More here.

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