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They came, they saw, they bid.
Nearly 40 blue-chip advertisers—among them PepsiCo, FedEx, State Farm, Toys R Us, Intel and JCPenney—snapped up original ideas during a recent first-of-its-kind event that put content producers in front of deep-pocketed marketers in an auction-style format.
What’s left to do now is make those projects a reality. The event, dubbed the Final Front and organized by media powerhouse OMD, marks the beginning of a working relationship between producers like Funny or Die, Viacom, AOL and the Grammys and OMD’s clients.
The fruit of that labor—if the partners move forward on the concepts presented last week at the Dreamworks Animation campus—could take many forms.