Transformation on Madison Avenue: Ad Agencies Becoming Entertaintment Producers

Far beyond the limitations of the 30 second television spot, marketers now have the opportunity to connect with audiences through episodic, branded content. Of course, marketers must connect with consumers who have migrated in mass numbers from television to online.

Digitas is one of the largest world's largest interactive advertising agency. In May, the company announced the formation of a digital studio production unit called The Third Act to create branded episodic programming. For an insight into how marketers and their agencies are transforming in this new media landscape, Kelsey interviewed Christine Beardsell, creative director of The Third Act.

The Third Act is producing The Smart Show for client Holiday Inn Express.

-- Andy Plesser

Disclaimer: Holiday Inn Express is presently a sponsor of Beet.TV

Technorati Tags: Digitas, Online Video Advertising, The Smart Show

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Comments

It's nice to see Christine and others like her really making the push towards deepening brand experiences for marketers, while helping creators find partners to really establish new forms of business models for their content. Great interview.

Posted by: Jeremy | Monday, July 21, 2008 at 10:57 AM

Great post - Christine "gets it" probably more than anyone working in a big agency today. She is also incredibly articulate about why things are changing so much for marketers and brands because of the digital media. This is a fascinating and important interview - thanks, Andy.

Posted by: dina | Monday, July 21, 2008 at 03:56 AM