Integrating digital
October 16, 2008 | Author: Tim Williams
By now most agencies have realized that operating a separate interactive unit (or worse, a separate interactive brand) only postpones the inevitable confluence of digital and traditional skill sets in a marketing communications firm. A separate interactive "department" only perpetuates the notion that digital is a complex discipline that can only be mastered by the technically elite.
Back in the 1950s, special "television departments" in agencies were essentially the same thing. TV was seen as something so new, so different that it required its own discipline. The interactive department of today is the TV department of the 1950s. With the Internet on its way to becoming the...
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