ONLINE-ADS>> The Industry Split-up

Kim Andersen (kim_at_whitehouse.dk)
Thu, 11 Jun 1998 08:35:05 +0100

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Hi all,

I am sending out this message to get some response on how the web industry
is being restructured around the globe.

I represent a Danish ad agency with an interactive branch, WhiteHouse
Interactive, who for the past couple of years has made a business out of
strategic planning, design and marketing on the web. Up till now we have
only dealt with national clients and I am getting increasingly aware that
our backyard is somewhat behind as opposed to the US trend.

In Denmark the industry is currently going in two directions. The ad agency
webdivisions are getting more and more involved in the brand building /
campaign-oriented aspects treating the medium as just another electronic
medium comparable with the traditional channels. The web agencies are
getting into alliances with the major soft- and hardware firms focusing on
the e-commerce and administrative aspects of doing business on the
internet.

I find this development into separate and isolated paths devastating for
the optimal mix between perspectives for trading on the web and the
advertising catalysing trading on the web. It seems to me that we are
making a tremendous mistake in dividing. An integrated approach is
definitely needed - someone who has the capabilities and ressources to take
on IT, business, design and communication in one holistic view.

What I wanted to ask, is this: Is the described split-up also a reality in
your markets or are there any signs of reconciliation? What are your
general opinons on this topic?

Kim Andersen
Project Manager, WhiteHouse Advertising

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