socialmedian: Ad agencies becoming one-stop shops

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Ad agencies becoming one-stop shops

Source: The Guardian

Sep 13, 2009

Summary

A new breed of agency is not just making ads, but creating ready meals, signing bands and blurring the boundaries

Vice is an unusual media owner. The cocky, iconoclastic style magazine runs a pub near its east London headquarters, has its own clothing and record labels, runs an online TV site called VBS featuring films from the likes of Spike Jonze, and makes TV programmes for satellite stations in Mexico and Brazil. Its strangest move, however, came last week when the magazine launched 15 years ago by Montreal slackers opened its own in-house advertising agency – Virtue – and announced it would be handling the global full-service account of Pernod-Ricard's vodka brand Wyborowa.

"We're offering all agency services," says Andrew Creighton, MD of Vice Europe and chief executive of Virtue. "We'll make the ad, offering planning and account handling, do TV spots and everything apart from media buying, but we think our experience as a media owner has taught us that if you can create quality content for a client – mags, videos, documentaries and so forth – that people

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