NONE: ONLINE-ADS>> Advertising Agencies
ONLINE-ADS>> Advertising Agencies
PJ Pereira (pj_at_dm9.com.br)
Mon, 13 Jan 1997 17:35:09 -0200
I have recently asked for some help on the construction of an interactivity
area in the advertising agency I work for.
OK. Let's merge all the mails I got (oh, yes, thanks for all those answers)
and try to continue with this topic.
There were 3 kind of suggestions received, each one on a diferent aproach
with special arguments, cases etc. Lets see them, with my comments, and keep
in touch.
I. "Keep a stand alone group inside your agency"
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Those who told me to do this suggested that I mantain a
special group of web specialists, hired outside or
taken from the new agency crew.
This option is very close to the way we're working
now. Actually the big difference is that the group is ME.
Today I act as consultant to the account managers whenever
they're asked about internet stuff, I create the concepts
for our clients sites and on-line campaings, negociate ant buy
advertising boxes and banners throut the brazilian arm of the web
and work with the company we choose to produce the job.
To implement this idea correctly,
I'd have to hire some artdirectors and some media guys,
but the main idea is now on the air. The problem is that,
as a stand alone group, I don't get into the accounts
every-day work, and I'm experiencing some kind of
"let's talk about it later, ok?".
Maybe with a bigger group, people could pay attention and
think about it as someting they gotta sell.
II."Create a specialized company"
-------------------------------------------------------------
We have been thinking about it too. But I'm afraid
it put this job more and more distant from everybody's work.
On the other hand, it would let me work for other agencies,
but would they like to work with a competitor's subsidiary?
Anyway, we have some good webstudios and on-line agencies here,
but they're not going very well. But it could be a good
point too, cause it would be easier to hire good people
and even buy a stablished company.
But, it's an investment option. Would you put YOUR money
on that?
III."Dissolve the knowledge and the professionals within
the agency areas"
-------------------------------------------------------------
This is the idea I like most. Placing interactive people inside
the creative, media and planning areas sounds to me like a more
consistens idea. The quality of the jobs seems to be better
and the internet would be more integrated to the other media
work. It would be great!!!
The problem is that the money dedicated to this media is very
low compared to the other jobs people do here. And the internet
stuff could possibly become secondary stuff. Spacially to
our creatives.
Those are the points and comments. Why don't you keep talking to me?
Thanks A LOT,
PJ
P.S.1 Sorry for the foreign English, ok?
P.S.2 In the case of trying some of these ideas and it doesn't work,
are someone of you interested on hiring a brazilian
interactivity creative with 7 years of experience? ;)
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