NONE: ONLINE-ADS>> Interactive Ad Agencies
ONLINE-ADS>> Interactive Ad Agencies
Jack Pacak (jackp_at_genghis.com)
Sun, 19 Jan 1997 12:19:56 -0500
Read an article re:"The Best of Interactive Agencies" which appeared in
Adweek's Interactive Quarterly. The article rated many familiar New
Media agencies. What got my attention was the rating of Modem Media.
The article said "Of all the dedicated new media shops, MM suffers the
most industry backlash-sniping, spoken only in hushed tones and off the
record, mostly about its tendency to out-source the heavy duty coding of
its sites".
My question to this august group of industry leaders is; Why the rap?
Further I'd ask your input to the following;
1. Do the well known new media shops think they have a corner on
Techno-Savvy?
2. Do these same shops feel that all the creative and compelling content
was invented by them?
3. That all of the great sites that exist on the Web can only be
accomplished by the internal technological, production, and creative
team of their agency?
4. That the trend amongst traditional agencies has been to unbundle
various components of their work yet from what I read in the trade that
the Interactive agencies are endeavoring to be all thing to all people.
It would seem to me in this emerging new technology it is rather soon
for any one company to feel they have all the answers. That a cross
pollination of ideas and thoughts need to be expressed for the medium to
rise to its fullest potential. While I understand that there is
tremendous pride in the quality and excellence of ones own creation than
why is it that I see much emulation and duplication of design, content,
and execution.I find it difficult to comprehend that the industry feels
that Out-Sourcing presumably is a poor direction to follow. Your insight
would be very helpful.
Jack Pacak
jpacak_at_sover.net
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