MSN Taps Traditional CDs to Raise Web Creativity

NEW YORK MSN has issued a “friendly challenge” to four traditional creative directors to create groundbreaking online work that will run across the Microsoft-owned property this fall.

Called the Creative Connection Program, the initiative will give Deutsch managing director, executive creative director Kathy Delaney, Crispin Porter + Bogusky executive creative director Alex Bogusky and Wieden + Kennedy co-creative directors Ty Montague and Todd Waterbury free rein to develop a campaign for a client of their choice, using premium MSN inventory as their canvas.

“I’d like to see some great online and great integrated creative get done,” said Eric Hadley, director of marketing at Redmond, Wash.-based MSN. “And I’d like to get traditional creative directors to understand that online offers a rich palette. It’s got the sight, sound and motion of TV. It’s got the interactivity of no other medium. It’s got the audience. It’s got everything they need to do this fabulous work.”

The clients are still being determined, but campaigns crafted by the four creative directors will start appearing this fall. MSN will give the agencies full access to their technological resources to implement their visions.

“We’ll have the smartest technology minds and the best creative minds sitting down and coming up with the best idea for the client,” said Hadley.

“It’s a good cause in a way because it raises awareness for a medium, the Internet,” said Delaney of Interpublic Group’s Deutsch, which works with clients like Revlon and Monster. “I do think there are people out there who are still a little gun-shy or skeptical over if that really works. I think this is an opportunity for us to really raise awareness for it and get people to sit up and take notice.”