making digital part of traditional agency offering

 

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.

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2 responses to “making digital part of traditional agency offering

  1. Holy heroes of binary code, you’re preaching to the choir! Crap, in my experience even digital agencies have creative silos, where you would think that their consideration of the input of a usability expert or a business systems analyst would be equal to having one’s soul removed with a rusty sppon.

    I’m very fond of those creative team models that shake up the traditional art director/copywriter pairing by throwing in a technologist, interactive creative or even an online media wonk into the concepting process. I think Goodby pioneered that approach and it makes sense.

    When concepting TV or print, it’s always a good idea to get a broadcast producer or a print media person involved in the convo early as their insight into the working aspects of the medium can typically inform and guide the creative in some unexpected and very positive ways.

    But then again, this requires some ego suppression and the willingness to open one’s eyes to other points of view. That can be a tall order for many creative types.

  2. You know, what you say is true and there is a problem with both halves not understanding the phenomenon. However, it’s really a “duh” statement. The biggest tragedy is this–the companies that understand the need to integrate won’t always win. This is a brutal industry. Fun and sometimes easy, but brutal.

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