Advertising Age Article Abstract
TV Series From Y&R Shows Creative Agencies Creating More Consumer Media
Y&R, Fox Sports Net and Cellular South Air 12-Episode 'Head to Head' Nationwide Starting Monday
CHICAGO (AdAge.com) -- WPP's Y&R is partnering with Fox Sports Net to create an original 12-part series sponsored by one of its clients, Cellular South. Although the show joins an existing trend of creative agencies branching out beyond traditional advertising, the scale and scope this time is unique. And while media agencies have occasionally been intricately involved in original programming, it's unusual for a creative shop to play such a hands-on role in partnering with a media outlet on such an extensive piece of content. ...