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It’s a brave new world for media agencies. Shops that traditionally focused on planning and buying media increasingly are creating branded content to reach consumers across a complex landscape of digital and traditional channels.
Take, for example, Zero Dot, a new six-person unit of Starcom MediaVest Group that’s led by Jonathan Hoffman. The group creates quick turnaround content such as video and events for the likes of Procter & Gamble’s Gain detergent and Beam’s Basil Hayden’s bourbon.
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