Interactive Agency of The Year: R/GA; Shop proves adept at playing off `creative consumer engagements'.

Advertising Age, November, 2005 by Oser, Kris

Byline: Kris Oser

Technology pros are fond of claiming that if you want to know the future, visit Japan. In the interactive agency world, if you want to know the future of advertising, visit R/GA.

Under CEO-Chief Creative Director Robert Greenberg, the agency is defining advertising in a customer-centric evolving age.

Consider the 3-D driving game launched recently for Subaru of America using the newest version of Flash software, eliminating the need for most plug-ins. The game, promoting the Impreza, is designed to not only get the consumer involved with the car, but to hold them as long as possible. The user can design the vehicle and select the driver. Top finishers in an online race can compete against others, and a winner will be named...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.