Wednesday, April 16, 2008

A digital agency becomes lead agency

Cool to read yesterday that digital shop imc2 is now lead agency on the Mars Direct business, which includes My M&Ms and My Dove. That's right—it's the lead agency, not the lead digital agency. Even as digital moves to something closer to the forefront (let's not get ahead of ourselves, though), such assignments are still a rarity. Maybe a year or two from now that will be different. Of course, doing this makes the most sense for customizable products but, well, it's still pretty cool.

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