Dannon has invited agencies to pitch for project work that will focus on content creation, the yogurt brand said.

"It's an exploratory process to get to know different agency partners and identify the best ones for brand projects," a Dannon spokesman said in an e-mail. "We are looking at a diverse list of agencies that have strengths in areas including digital strategy, social and content creation."

Claudia Sargent, Dannon's VP of media and marketing services, and her team are leading the pitch, which could lead to the addition of more than one agency for multiple assignments, said the spokesman.

The marketer has invited agencies including digital shops and incumbents such as Weld, GW Hoffman and WPP's Y&R, it said.

But the effort comes as more types of agencies -- PR, digital and media shops, for example -- as well as publishers continue to expand their digital content creation capabilities and blur what were once clear divisions. Creative powerhouse Ogilvy, for example, was recently invited to compete for a portion of the Coke media agency business; PR agency Weber Shandwick expanded and revamped a local creative offering through a new subsidiary; and digital agency Barbarian Group launched a standalone content shop.

Dannon currently produces and distributes creative content through a combination of internal staff and external partners, including the aforementioned agency incumbents, media companies and crowdsourcing campaigns.