Re: ONLINE-ADS>> "Web architect of record?"

Brian Pomeroy (lunar_at_voicenet.com)
Mon, 17 Mar 1997 16:16:36 -0500

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At 01:49 PM 3/17/97 -0600, you wrote:

>I'd also like to know what people think about this concept. Is Web
>advertising different enough from traditional advertising that a company
>needs two different "of record" agencies? Any ramifications you can think
>of, positive or negative?

My experience with ad agencies is that most small to mid-size firms lack the
in-house talent and technology to effectively exploit the Web on behalf of
their clients. Many of the big firms (as well as technically savvy smaller
ones) got on the Web bandwagon early on. But although there are surely
exceptions, the smaller firms don't find it financially feasable to hire
their own Webmasters and developers. Additionally, it's not uncommon for a
client firm to divvy up its marketing tasks among specialized shops (graphic
design, PR, media placement, etc.), so delegating Web tasks to a Web
development shop is in keeping with this practice.

Brian Pomeroy
Web Editor, SLACK Inc.
http://www.slackinc.com/yoursite/
Author, "BeginnerNet: A Beginner's Guide to the
Internet and WWW" http://www.slackinc.com/books/33225.htm
bpomeroy_at_slackinc.com * lunar_at_voicenet.com

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