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April 3, 2007

Brand participation for brand maker

Since the hullabaloo around the concept of Saatchi and Saatchi’s LoveMarks, many agencies have been touting around concepts along the LoveMarks theme. We’re one of those, advocating the joys of brand participation and getting some success with clients – most notably our work for Fortis.

Well, it’s good to see an agency practicing what they preach at last. US agency Via is rebranding itself at the moment, and getting its clients and the public at large to get involved in the process. They’re doing this through their new company website ThinkPlaid.com and also through their blog www.brandflakesforbreakfast.com.

This is a really interesting move for an agency, and probably a wise one given that the the general perceived wisdom is that agencies are at their worst when marketing themselves . . . so getting the public and your clients to do it for you is obviously a winning idea!