Creatively, BBH delved aggressively into new formats. The agency conceived of and partnered with production company Radical Media to create a one-hour MTV special, "The Gamekillers," funded by Unilever's Axe brand. "The Gamekillers" was so successful that MTV selected it for development into a series, set to air in the spring. For the launch of Smirnoff's alcoholic ice tea, BBH created a music video posted on YouTube.com and a TeaPartay.com website that got a heap of buzz.
BBH in 2006 invested in two key areas: digital and engagement planning, which is much like media's channel planning; it essentially brings knowledge, insights and ideas about consumers' media use to the creative process.