Comments on: Interactivity and the 2.0 Agency http://blog.agencypja.com/2007/02/04/advertising/interactivity-and-the-20-agency/ An open source take on marketing the hard stuff: BtoB Enterprise, IT & Life Sciences. Wed, 07 Jan 2009 13:59:10 +0000 http://wordpress.org/?v=2.6.3 By: Hugh Kennedy http://blog.agencypja.com/2007/02/04/advertising/interactivity-and-the-20-agency/#comment-19 Hugh Kennedy Tue, 13 Feb 2007 22:26:14 +0000 http://thecomplexbrand.agencypja.com/?p=44#comment-19 Hey, RedHotKiln, Thanks for reading, and for your response. The intent was not to cast R/GA as not interactive. Quite the contrary. I think they're possibly the best interactive agency in the US. My point was that you can't only be an interactive agency, and they're not. Just as Goodby realized that they had to vastly improve their interactive game to be relevant, but that it's all part of a larger picture of how to reach your targets. Hey, RedHotKiln,

Thanks for reading, and for your response.

The intent was not to cast R/GA as not interactive. Quite the contrary. I think they’re possibly the best interactive agency in the US. My point was that you can’t only be an interactive agency, and they’re not. Just as Goodby realized that they had to vastly improve their interactive game to be relevant, but that it’s all part of a larger picture of how to reach your targets.

]]> By: Doug http://blog.agencypja.com/2007/02/04/advertising/interactivity-and-the-20-agency/#comment-13 Doug Mon, 05 Feb 2007 14:11:37 +0000 http://thecomplexbrand.agencypja.com/?p=44#comment-13 Amen, Hugh. I'd add to this our focus on measurement and accountability. Interactivity in the digital age has the unique ability to provide quantitative results that can be tied to business objectives and outcomes. When we're able to identify clear objectives and measurable strategies, then we're able to measure our impact on a business' marketing efforts. For B2B, where long sales processes create a need for visibility into how well marketing efforts move a person from prospect to lead, measured activity is a high priority. Amen, Hugh. I’d add to this our focus on measurement and accountability. Interactivity in the digital age has the unique ability to provide quantitative results that can be tied to business objectives and outcomes. When we’re able to identify clear objectives and measurable strategies, then we’re able to measure our impact on a business’ marketing efforts. For B2B, where long sales processes create a need for visibility into how well marketing efforts move a person from prospect to lead, measured activity is a high priority.

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