MediaPost: MSN Bows 'Creative Connection'
Microsoft announced it will partner with a few creative boutiques to create a "MSN Creative Connection Program," where agency creatives will be allowed to create new campaigns for whichever client they deem most suited. MSN will then run the efforts without charging for media.
The program remains a little fuzzy, with Microsoft declining to tell how long the campaigns will run, or who will pay for creative and production time. Microsoft tapped Deutsch, Crispin Porter & Bogusky and Wieden & Kennedy to start off the program, with the expectation that they will employ the Microsoft in-house production agency MSN Custom Solutions. The work from the first programs should bow in the fall.
