DDB Needham, one of the world's largest ad agencies, formed a company with director Spike Lee called Spike DDB. The purpose of the new company was to develop ways to tap into urban trends and to increase minorities' use of its client's brands. The company relied on the creative abilities of director Spike Lee to produce fresh, distinctive advertising messages. Spike DDB would be categorized as a(n):

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Spike DDB is categorized as a creative boutique because it focuses on creating fresh and distinctive advertising messages by relying on the creative abilities of director Spike Lee. The company does not provide a full range of services like an IMC agency or an interactive agency. It also operates as a separate entity rather than as a promotional facilitator for DDB Needham.

DDB Needham, One of the World's Largest Ad Agencies, Formed