ONLINE-ADS>> what's in a name?

Bill Irvine (wirvine_at_wolfgroup.com)
Thu, 11 Sep 1997 09:12:01 -0400

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Hello all...

Here's a general question which has little to do with online advertising
execution...

We're battling with the idea spinning off our interactive capabilities into
a separately named "group," "business unit," "profit center," "corner
office," whatever.

When I started at the Wolf Group (about a year ago), our concept was to
integrate our interactive capabilities into the creative department... this
was to help ensure that lead creative and art directors on client projects
also take an active role in interactive projects.

This has worked fine at first... but I'm beginning to think many existing
and potential clients may consider our interactive capabilities limited
(they're not) because there's no "Wolf Group Interactive" name being
tossed around. Especially since almost every other agency I've seen has a
similarly named division/unit/group/thing/whatever.

How have some of you handled this? Does it help instant client recognition
that you have interactive capabilities?

Thanks...

B i l l I r v i n e
Director Of Interactive Media
Wolf Mansfield Bolling Advertising
T h e W o l f G r o u p

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