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

Bill Irvine (wirvine_at_wolfgroup.com)
Mon, 15 Sep 1997 16:03:27 -0400

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> From: Bob Schmidt <schmidt_at_magicnet.net>
> The large agency will benefit from and require a separate division
because
> it will typically more often be competing against the separate divisions
of
> other agencies...

> From: Tommy Oddo <tommy_at_oddo.com>
> In the case of interactive media, and in general (not necessarily in
> Bill's case), I personally believe it is more appropriate to have a
> completely different company, in a different building, with a different
> mindset -- one that has, or at least appears to have, cut the umbilical
> cords of traditional advertising, graphic design and computer
> programming...

After starting here, I fought hard against creating a separate unit for
interactive work. Besides the added cost of start-up (and added pressures
of keeping a "profit center" profitable <g>), I think it diminishes the
ability for integrated work.

Let's face it, the most talented art/creative directors are not involved in
interactive projects... though they should be.

I insisted that lead art and creative directors for a client also be
involved in the development of websites and CD-ROMs. Not only does this
help them think in terms of integrated campaigns, it ensures that the
interactive products contain the same brand vision as the other projects.

> In other words, perhaps the packaging, and in many ways, the
> production of interactive media, deserves/requires a paradigm shift --

Yes, but the shift is smoother when one (or more) expert guides the
creative department along, rather than creating a new group... so far
anyway!

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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