After a few years of touting itself as a full-service agency and including interactive on its list of capabilities, the House of Biz has decided to actually hire people who know interactive. Ground breaking stuff, I know. Yet, sadly, the House of Biz is but one of many agencies who have told the white lie of interactive capability while farming everything out and are only now getting around to staffing up to do what they say they can do.
Agencies have gotten a lot of heat, especially traditional agencies, for not “getting digital” and not being able to integrate it wholly.
As much a part of the problem of traditional agencies integrating digital is digital integrating to brand and campaign-based thinking. Our major challenge is getting the interactive team to break out of their “we have built lots of websites and know how to do it well so leave us alone to get on with it” thinking and to embrace the whole campaign, to work with all the players, to understand their piece as affecting, dependent and leading pieces of the whole.
They haven’t gotten there yet. They like their silo.