IA and interactive agencies
Interesting piece in Adage magazine that was pointed out in the IA mailing list. Phil Johnson writes about what it takes to be a truly good interactive agency vs. yet another ad agency. Here are his three points:
- The truly interactive shops had senior technology leadership that was shaping agency direction and client engagements. That's a big difference than having a wicked smart programmer who's dancing to the tune of the creative department.
- They worshipped information architecture. The interactive agencies had a deep respect for a discipline to which ad agencies, at best, play lip service.
- The agencies that got it didn't try to push interactive engagements through a process developed 100 years ago for advertising. If you're an ad agency, you will need to break some bones to reset them correctly. We should be walking again soon.
Add tag Permalink | Friday, March 21, 2008
Page 1 of 2 pages