Hasta La Creative!

Deep Focus is launching a new branded-entertainment group called DFx in response to marketers asking for an advertising format that consumers don’t want to avoid.

The agency has inked arrangements with 11 media companies, including Tastemade, Popsugar and NowThis News, to create, produce and help distribute branded content that could be anything from a reality TV series to a branded video clip, said Deep Focus CEO Ian Schafer.

He said the goal is to co-create with the media properties and move away from the approach in which a marketer or agency person comes up with an idea for branded content and then sends a request for proposals to a number of production and media properties to create and distribute the content.

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