Interactivity and the 2.0 Agency
Sunday, February 4th, 2007 by Hugh Kennedy“Cryogenics aside, ideas are our best shot at immortality.” – iShares ad
Why would I descend so low (or reach so high) to quote an ad headline? In this case, it helps me to make a point: a great interactive agency is not based on its Flash bandwidth or the clickthrough rate it got on last month’s campaign for Purina. It’s based on the quality of its ideas and how it brings them to life. Witness R/GA, the New York-based agency that AdWeek named as Agency of the Year. How interactive is an agency founded 30 years ago as a film production company? How interactive is an agency that preaches ‘engagement neutrality’ as one of the core tenets of its ‘interactive’ vision? How interactive is an agency whose site touts its strenghts in film, print and broadcast? To pull from the AdWeek piece, excellence in interactivity today is really about trying things that haven’t been tried before, never playing it safe and pushing the boundaries of what advertising is. To quote R/GA’s evp of strategic services, “We want to be asked to solve business problems.” With what? New ideas, in short. (more…)
