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The programme gives creative people in the print, broadcast and
outdoor advertising arenas a free rein to push the boundaries of
online marketing on coveted advertising space on the Internet.
MSN marketing director Eric Hadley added, "Of all the media
options available to marketers today, online offers the richest
palette of options for reaching consumers. They are sight, sound,
motion and interactivity along with the high-end demographic advertisers
covet. However it is not being used to its greatest potential.
"The Creative Connection Programme offers the leading creative
directors and marketing experts the creative freedom, along with
the paint, canvas, and technical support necessary, to take the
medium to an entirely new level of brand storytelling."
Each of the creative directors and agencies taking part in the
programme will develop fully integrated advertising campaigns for
the client of their choice. There will be an online component that
utilises the resources and talent offered by the MSN creative Custom
Solutions team.
The campaigns will begin appearing later this year with online
ads placed across the MSN network and in premium advertising space
including MSN Video, and possible new areas specific to the advertisers'
needs. MSN will conduct a road show in the US. The multiple-city
media tour will credit the featured clients and provide a sneak
peek at the newly created campaigns before their debut on MSN.
Creative directors Alex Bogusky of Crispin Porter + Bogusky, Kathy
Delaney of Deutsch and Ty Montague and Todd Waterbury of Wieden+Kennedy
New York along with others at their agencies will bring their brand-building
talents to the latest MSN effort.
Bogusky added, "The days of traditional advertising on traditional
media alone are over. The MSN programme allows us to explore new
ways to reach consumers. It allows us to really push the boundaries
with online advertising in ways we might not have been able to do
without support from MSN."
The programme comes on the heels of the March announcement of findings
from the Advertising Accountability research study. The study which
was sponsored by MSN demonstrated that online advertising was a
critical part of the media mix.
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