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

By Andy Plesser on July 19, 2008 @beet_tv

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Transformation on Madison Avenue: Ad Agencies Becoming Entertaintment Producers

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