The Agency Model
Substitute "publisher" for client, "editor-in-chief" for account
manager, "managing editor" for strategist, and the agency model of
content creation looks a lot like a traditional media enterprise. These
agencies have really nailed brand publishing:
Barbarian thrives at interactive, narrative-based content, such
as the healthy living lifestyle portal they developed for Kashi,
or the multiplatform content they created for GE that helped
humanize the large brand.
Razorfish is one the world's largest interactive agencies, and
has successfully executed high-profile content campaigns with
global brands like Nike and Mercedes-Benz to establish itself
as an industry leader in e-commerce and other tech initiatives.