Ad Age is running an interesting article on CandyStand.com, the popular gaming site created by Wm. Wrigley Jr. Co. Wrigley is now selling the site to Funtank, a branded gaming and entertainment publisher.
In my “Content is King” view, this is precisely what brands need to strive for today. Create media properties, not advertising. Then, if/when the content becomes popular enough, brands have the option to sell the property (and recoup all the expenses it incurred). No ad, no matter how good, has ever provided that option.
