Hasta La Creative!

At 10 a.m. on April 15, Deep Focus manager Christina Cooksey gathered a group of social-media managers in the Moment Studio — the agency’s new “digital newsroom” — for the team’s morning editorial meeting. She browsed the morning’s headlines while others pitched stories pegged to the day’s events.

One staffer suggested running a Vine video of cat pawing at a tax form because it was Tax Day. Ms. Cooksey added it to the editorial calendar, assigned it to a team member and moved on to the next pitch.

While it works a lot like a newsroom, the Moment Studio’s mission differs from most news operations’: The cat video was made to promote client Purina.

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