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Razorfish Tries Out TV

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The other video has Joan Rivers as an over-the-top host of a campy on-the-street game show, "Guess That Stain," with a bubblehead model sidekick. It runs four-and-a-half minutes and closes with the tag "The little bottle with all the answers."
 
"We wanted to use the equity of Joan and Melissa as these offbeat entertainers," said Mike Nuzzo, associate creative director at Razorfish.
 
Razorfish is using an emerging tactic in the social Web to goose distribution: it's offering donations to charity in return for sharing the content. This approach has been taken previously. Kraft donated meals to charity in return for Facebook users inviting their friends to install it.

Pedigree gave money to an animal shelter based on the number of online views of its Super Bowl commercial. The gambit fits with the Apprentice construct of awarding a winning team with a donation to the charity of its choice.
 
Bartle Bogle Hegarty is All's general agency. The brand recently put its advertising account into review. BBH is not defending.
 
Kevin Keating, marketing director at All, said the brand typically looked at its roster of shops and chose the agency best suited for the task to lead.
 
"They were the right partner because they had the capabilities," he said. "With the lines blurred, it's a different approach."
 
Digital agencies will have an easier time adjusting to narrative work than traditional agencies trying to add interactive capabilities, predicted Lucas, who was a creative director at SS+K for three years. When digital becomes the center of campaigns, it will be much easier for digital specialists to add the skills needed to promote those experiences in other media.
 
"Digital agencies haven't stepped up and become full-service communications offerings," he said. "I think the time is right."