MSN to Agencies: Get Creative

  |  June 18, 2004   |  Comments

The online giant taps three ad agencies to participate in an innovative program encouraging creative advertising online.

MSN has challenged three advertising agencies to "push the boundaries of online marketing" and devise innovative integrated ad campaigns to run for free on MSN sites, in a new program announced Friday.

The MSN Creative Connection Campaign aims to improve the quality of online advertising and win more advertisers to the medium. The inventory is being offered free so that advertisers can create ads without financial constraints, according to Kathy Delaney, creative director of Deutsch, one of the participating agencies.

MSN isn't the only publisher that has made efforts to encourage creativity in online advertising. For example, Yahoo has sponsored a Creative Summit series since 2002 aiming to elevate the discussion and participation of creatives in the online industry, among other things.

Eric Hadley, MSN's director of marketing, said online advertising offers "the richest palette of options for reaching customers -- sight, sound, motion and interactivity -- along with the high-end demographic advertisers covet, but it is not being used to its greatest potential."

Creative directors Alex Bogusky of Crispin Porter + Bogusky, Delaney of Deutsch and Ty Montague and Todd Waterbury of Wieden + Kennedy New York, along with others at their agencies, will participate. The ad agencies will create integrated campaigns for their clients. The interactive elements of the campaigns will run on MSN sites. The agencies will work with MSN's Creative Solutions team.

Miami, Fla.-based Crispin Porter + Bogusky is known for pushing the envelope with campaigns including its popular campaign for Burger King, the Subservient Chicken.

Deutsch, a New York-based agency, ran a Snapple campaign in February in which users wrote stories about their experiences with Snapple. Millions of users emailed their stories to the company, according to Delaney. The winning entry was used in a rich media Snapple ad featuring an animated Snapple bottle.

Internet ad revenue hit an all-time quarterly high of nearly $2.3 billion in the first quarter of 2004, according to estimates from the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC). Online ad spending is expected to continue to soar.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Janis Mara

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...