Ad agency to provide content on Fast Company site

Matthew Flamm of Crain’s New York Business writes about how ad agency Ogilvy & Mather has struck a deal with Fast Company magazine to provide content on one of the business glossy’s websites.

Flamm writes, “Starting next week, Ogilvy will have its own micro-site connected to the business magazine’s stand-alone website, Co.create, which focuses on entertainment, technology and marketing. The Ogilvy channel — to be called Content & Pervasive Creativity — will feature video and blogs supplied by the agency’s executives and clients around the subject of content marketing, says Chief Marketing Officer Lauren Crampsie.

“Fast Company and Ogilvy announced the partnership Wednesday, at the kickoff to the publisher’s two-day Innovation Uncensored event in Manhattan.

“Posts from clients such as BlackRock and Fanta, or from Ogilvy CEO Miles Young, will discuss how they’ve used content to engage with their target audience.

“‘We are a brand, as our clients are brands, and it’s important for us to make sure we’re doing for ourselves what we do for our clients,’ Ms. Crampsie said.

“The relationship will be different from the ‘branded’ or sponsored-content arrangements that the publisher has with some of its advertisers. Those agreements have become increasingly prevalent as media companies look to make more money from their websites.”

Read more here.