I believe the story goes, Creative structured the event around The Caretaker, but Marketing didn't want him and claimed that Icons are not popular.
Cut to Marketing creating the character of Bones (and I think a second person) and forcing them on Creative.
Creative didn't play along in the sense that they didn't build an event around him/them, but Bones still managed to be in the zone and Marketing named the zone.
Creative then used his popularity as evidence that Icons can work.
If I recall correctly that was the gist of the story, but
@Legacy would probably have more details.