Creatives don't have to leave Madison Avenue to get into the television business -- more agencies are creating content for TV, such as the "Nissan GT Academy" racing show on Spike, which is produced by TBWA Worldwide. This type of content typically fills a niche, which marketers and agencies know how to find, and provides engagement beyond a normal ad, writes Brian Steinberg. Momentum Worldwide's Jon Hamm says, "The agency model is evolving."

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