You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Everyone Wants In on Content, But What's the Best Approach? Marketers Left to Sift Through Flurry of Options as Agencies, Talent Houses, Productions Studios Look for a Piece of the Action By Natalie Zmuda and Alexandra Bruell, Published on September 24, 2013 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.