Talent Takes the F Train

Across the river from Madison Ave., a new breed of agency is setting up shop

When is an advertising agency not an advertising agency? What is a shop that makes ads, but isn’t principally interested in selling products? Actually, in addition to ads, it often makes documentaries, Web series, builds sites and apps, and pitches reality shows. Still, it’s not just a production house, nor necessarily an interactive agency. It’s a new game run by entrepreneurs who are focused on tools and technology. And they’re doing it in a world far removed from Manhattan and its corporate mores and price structure—but one reachable by the L and F trains.