Business Services Industry
Online agencies push integration; Reversing a trend, traditional shops merge interactive into overall operations.(Interactive Agencies)
B to B, April, 2006 by Maddox, Kate
Byline: Kate Maddox
In the early days of online advertising, traditional agencies struggled to figure out the right business model to handle the new medium. Many broke interactive services off into a separate group or created new business units to handle interactive. Some pursued acquisitions of online shops while others hired technology gurus to work in their creative groups.
No trade show was complete without a panel that tried to define interactive agencies and discuss the culture clash between Internet techies and traditional creatives.
Now, as interactive becomes a standard part of clients' marketing plans, agencies are merging interactive into their overall operations and treating it as just another marketing discipline.
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