classic marketing gone mad. instead of leveraging the existing relationships that people have with sites/magasines/social networks etc. they decide to create their own. you can already sponsor p diddy to sing about mcdonalds burgers why would i hire some tin pot threesome. selling out before they even made it - interesting approach. we see it all the time online but it mainly comes from clients - to have an agency do it off their own back is shameful.
http://www.popjustice.com/index.php?option=com_content&task=view&id=377&Itemid=115
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