Michael Greenlees, former president and chief executive officer of TBWA Worldwide agrees that the intent is to build audiences. It all depends on what business ad agencies think they are in. I think our responsibility is to help our clients manage content which reflect their brands in a particular way. His belief however is that TBWA s LA office, due to its proximity to Hollywood and its reputation for creating intellectual property, would be able to have some stake in the entertainment business. Well, that s one way of creating brand value.
Advertisers too express similar reservations.
He agrees though that partnerships between agencies, advertisers and producers are workable, and there will be more of such initiatives. But these must be backed by research and viewership data, or else huge amount of money will bomb, he warns. Creative legend Geoff Thompson, worldwide creative director of FCB Worldwide and creator of Levi s, Nabsico, and Dockers advertising also expresses some misgivings about this hoopla. He instead roots for a collaborative organisation where people across disciplines sit at the same table since the creative idea could stem from anywhere. Copyright 2000 Times Internet Limited.