IXL: Despite client list, iXL lacks marketing vision; Agency Rating: 1.5 -- IXL's focus is on back-end integration work, not on interactive marketing; just where iXL excels in i-marketing isn't entirely clear. Word on the street is that iXL is having an identity crisis.(Brief Article)

Advertising Age, June, 2000

ixl burst onto the interactive marketing scene with a handful of accounts that, coupled with its back-end and systems integration offerings, have made it a key player in Internet professional services.

Although iXL would be the first to deny it should be grouped with more creative- and advertising-focused shops such as OgilvyInteractive and Organic, the company says it clearly is a contender against those interactive shops.

"Most interactive marketing companies focus almost exclusively on advertising services. IXL's iMS (interactive marketing services) group is able to provide a full range of solutions," says Jonathan Ballon, chief marketing officer. "Our belief is that we must provide end-to-end services for our customers, from strategy through...

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