The NY Times has an article about a new ad agency (okay, "brand studio"), named Co:, formed by former top JWT executives. One of the agency's clients is a certain struggling basketball franchise: "Howard Jacobs, senior vice president for marketing and ticket sales at the MSG Sports unit of Madison Square Garden, said he was attracted to Co: because the task he confronts — 'how do you reignite the deeply passionate relationship that existed between the City of New York and the Knicks?' — is 'so clearly not an "advertising exercise"' but rather requires 'a multidisciplinary approach, part strategy, part storytelling, part brand creation, part technology, part design.'" Um, how about winning some games?