Integration at the Core

Posted by Gina Miller on December 9 at 10:07 AM Today’s New York Times provides a dim outlook for traditional advertising in ’09 (Stuart Elliot writes “Next Year is Looking Even Worse”), so the declaration of Goodby in Shoot Magazine (12/5, “Goodby, Silverstein & Partners Scores on Traditional, Interactive Fronts”) as “Non-Agency of The Year” couldn’t be timelier.  A joint statement from Jeff Goodby and Rich Silverstein indicates that "...no one should be an ad agency any longer. They just don't know it yet."

Clients are demanding integration of the traditional and non-traditional – from a strategic, creative, user and efficiency standpoint. Their marketing partners (N.B., not advertising agencies) are best positioned to deliver. 

From where I sit, our PR team lead and media strategist are both a whisper away, creative director a few decibels further, and if I interrupt others I can get to our team interactive producer. Oh, and our experience design lead is right in the thick of it.

Ok, so an open floor plan supports our integrated, best team approach. But we’re pleased to already be where so many larger industry entities seek to move. Our nimble ship is already on track.  Is there an estimate somewhere on how long it would have taken to turn the Titanic to avoid hitting the iceberg? (That search for another day.)

Oh, and congratulations to Goodby on its Agency/Non-Agency of the Year Award.  All in the business have been inspired, entertained, and probably persuaded to buy product, because of their success.
Topics: advertising, branding, design, grassroots, interactive, media, public relations        SHARE: