The long-time Hollywood power will expend some energy to focus on short-form marketing content destined for the Internet and mobile phones.
reported that the studio home of Bugs Bunny could make a mockery out of the advertising business with its initiative. The article said Warner Bros would brand this new division with the cringe-inducing moniker 'Studio 2.0'. They snared long-time ad vet Rich Rosenthal away from the Young & Rubicam agency to head up the division and make friends with marketers like his old clients from General Mills and Proctor & Gamble. Since Warner Bros is part of Time Warner, as is AOL, a couple of questions come to mind immediately. First, why did Time Warner create a brand new division to handle digital content when AOL has some expertise in doing so, and especially right after the relaunch of AOL Video? It isn't unprecedented. Sports Illustrated, a Time Publishing title, chose to work with Yahoo after AOL showed no interest in building a sports portal with the magazine, as That makes it sound like product placement will be involved, similar to that done on television shows and in movies all the time. Maybe instead of Bugs Bunny pushing aside Elmer Fudd's shotgun and munching on a nondescript carrot, the carrot will have an obvious sticker that reads ADM, for
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