The Small Agency Interactive Blues - Advertising Age - Small Agency Diary

This article is about how many traditional agencies approach interactive. He has a pretty astute observation about the right and wrong ways to do so. All in all, I have to agree with his perspective.

I have seen too many agencies look at the Web as the facade rather than the real business that happens behind (or as a result of) the facade. They approach the Web in a less-than-passionate way: more of an obligation than a constant pursuit. And, if you compare results from a company that approaches things as an obligation with a company that passionately pursues or even obsesses about their digital practice, you will find the latter produces far greater success both for themselves and for their clients.

Posted by Reid

10:35 AM 0 comments

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