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

Jim Sterne (jsterne_at_targeting.com)
Mon, 17 Mar 1997 20:45:57 -0800

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At 01:49 PM 3/17/97 -0600, Elizabeth Gardner 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?

Sounds negative to me, Elizabeth. With so much available
on the Web, the tide is turning toward branding: global,
and consistent with all other modes of communication. Your
image should be common across media and change only as your
target changes. A 10 year old girl should see the same
message across the board. That's tough to do with multiple
agencies, try though we may.

I think the long run will see agencies turning to Web
production houses just as they turn to video producers
and printing presses. They handle the creative and let
the producers handle the creation.

----------------------------------------------------
Jim Sterne http://www.targeting.com
jsterne_at_targeting.com Target Marketing
Author: "World Wide Web Marketing" 805-965-3184
and "Customer Service on the Internet Consultant
====================================================

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