Sunday, November 23, 2008

The transformation of a traditional agency

I hate it when I don't blog for weeks, it makes me feel like a loser. But I have a good excuse. I've been busy ... busy helping the very traditional advertising agency I work for make the transition into a true digital agency. It's not easy work (and I have the war wounds to prove it), but somebody's gotta do it.

Here are just a few of the things we've done to take some steps forward:

1. We've expanded the art director/copywriter team
In digital projects, we've added an Experience professional to the mix, such as an IA. Since the "big idea" is sometimes based in technology or user experience, it's made a real difference in the way in which we approach projects.

2. We're putting the user first
Starting with user research (whether primary or secondary) is a must. This is often the job of a planner, but at the agency where I work, the digital strategy folks play this role on digitally native projects. Since digital is based in interaction, it's absolutely vital that we understand the motivations and digital behaviors of our target before ideation.

3. We doing our best to get away from video
Video online is a fun creative way to deliver a campaign--but it's not necessarily interactive. And treating the Web like TV is a big mistake, IMHO. So we're trying to think outside the (TV) box.

We're not exactly there yet, but we're on our way. Wish us luck!


  1. I started writing about this back in November, I just recently followed it up witha more detailed article on traditional / digital transformation for larger agencies. The first part of my article on transformation is here, if you fancy a read.