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.
Permalink | Friday, March 21, 2008
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