Re: ONLINE-ADS>> Online Promo/SPAM -- call for comments!

Ray Taylor (taylor_at_bizbiz.com)
Wed, 07 Jan 1998 11:43:25 +0000

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From: ROBFRANKEL <ROBFRANKEL_at_aol.com>

> On a project we did for Microsoft Sidewalk, I personally had to walk >
>BOTH Shandwick and Rogers & Cowan executives through the process of
> downloading an attached file. Neither knew what a GIF was, let alone
> the term "HTML."
>
> Scary, when you think that these are "the largest firms in America."

The scary thing is not that these people don't know, but that they are
(a) not prepared to admit it and (b) apparently won't do anything about
it and most important of all (c) tell their clients they know all about
it.

My standard line with new UK clients is ... if you ask your agency about
Internet, they will tell you they know all about it, and the chances are
they will know nothing.

I am happy to work with London agencies and one or two have come to me
for advice. That's fine because they are clearly prepared to put effort
into understanding this new medium.

What worries me is when advertisers go to their agencies and expect them
to have all the answers.

Ray Taylor
New Media Communications, London
http://www.bizbiz.com

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