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Re: Interactive Specialists - How Many and What Kind?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 22 May 2000 13:07:46 -0700

DAVID JOHNSTON <Mercury_at_nc.rr.com> WROTE:
> am I crazy not to go the one-stop-shopping route?
>
> Before you answer, I must tell you this: In the limited
> number of full service interactive agencies I
> investigation, I found some amazing parallels to the
> traditional agency world. Most claim to be full
> service when, in reality, they are quite good at only
> one or perhaps two disciplines. For my client to be
> successful I am going to need top guns across the
> board.

Dave:

I get this question a lot, and here's the way I answer
it:

As opposed to when we all started out, there's simply
no way that a one-stop shop -- either in-house or
agency -- can do it all. That's no slight to anyone
out there, it's just that there's too much information
going on in too many directions.

Your best bet, IMHO, is to assemble a crack team of
specialists who can work together like a well-oiled
machine. It's what I call the Magnificent Seven
approach and it really works.

Personally, this is the line up I recommend:

1. Branding: Set the overall parameters in which
subsequent parnters can work. This makes them happier,
more time efficient and more cost efficient, because
nobody has to make anything up. The strategy is set,
leaving them more time to concentrate on what they do
best.

2. Designers: Data and graphics need to be served up
in a brand-consistent manner.

2. Advertising/PR: Once your brand strategy is set,
you gotta bring these folks in as mutually supportive
partners so that everyone is singing out of the same
hymnal.

3. Media: Once everyone has the same message, let
these guys take that message to the ends of the earth.

That's the vanilla plan. Customize it from there.


Rob Frankel, http://www.robfrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" on sale now at
http://www.revengeofbrandx.com * mailto:rob@robfrankel.com




Received on Mon May 22 2000 - 15:07:46 CDT


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