2009 trend to watch 1: Agencies start their own brands

Bartle Bogle shop Zag is staking out new ground in the agency world with entrepreneurial efforts such as Mrs. O, a fashion blog that offers users the chance to purchase fashions just like those worn by incoming first lady Michelle Obama. Zag’s strategic director Ben Jenkins said, “Zag is about creating the properties ourselves from scratch and having 100 percent of it.” 

01.03.09 | Advertising - Ad Agencies Create and Market Their Own Brands - NYTimes.com