Interactive Agencies: 2 , Advertising: 0

Something we’re noticing having worked in both interactive agencies and traditional advertising firms is this: Traditional advertising, in general, doesn’t “get” the web. It could be that their mostly television based deliverables drive the culture there to believe that the industry isn’t changing. Maybe it’s all the corpses, er, uh, we mean “creatives”, of campaigns past clinging on to the notion that TV, as we know it, isn’t dieing.

Regurgitating the same assets the audience has seen in your print campaigns or beating us over the head with your tired-ass TV spot isn’t going to cut it on the web anymore. Bringing the spirit of the campaign to life is just one way you can go. You see, when people begin to interact, there is an exchange. An action begets a reaction. Science. An expectation is created. Satiate the user. Expand your campaign.

If you don’t understand the medium, big boys, it’s fine. You’ll eventually catch up (let’s hope). But until then, follow the leaders and partner with best of breed interactive agencies out there like the hi-res’s and north kingdoms of the world. All the companies you idolize did it. Goodby did it. Crispin Porter + Bogusky did it (We didn't forget to mention you, Bogusky :) ). You copy well, so copy them. Follow the leaders. And when you do, bring them in early – at the brainstorming level – so they can keep you on trend or blazing new trails. That’s where the notoriety is. That’s doing the client justice.

Trust.

18 comments:

Tom Tom said...

Wait, I'm confused. I thought interactives role was to come in at the last minute after the "real" creatives came up with the campaign, and to create a cute site that takes 1 month to make with a 1 week deadline. And the creative directors are supposed to give them the direction of "do something like subservient chicken, but different" and then the client is supposed to slash the budget. Am I wrong?

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