ONLINE-ADS>> ADVERTISING AGENCIES?

PJ Pereira (pj_at_dm9.com.br)
Thu, 09 Jan 1997 10:35:08 -0200

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I work on a big and very creative advertising agency in Brazil, and now I'm
building a interactivity department.

But I really don't know if I should place it inside the creative department,
the media planning department or in a stand alone group. Actually, sometimes
I think it could be placed outside the agency, as a on-line company itself,
but i think the experiences in the US with this are not going very well.

There is also the alternative of trainning everybody here on the internet
topic, as they would be able to work on this field for themselfs, and create
another company that would produce sites, but without a "agency" label. This
company could even work for other advertising agencies.

Well, I don't expect a path, a rule or something. But I'd like to discuss
the on-line advertising market structure with you.

Please tell what you think about it.

Thanks,

PJ Pereira - interactive media supervisor
DM9 Advertising//Brazil

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