Agency Suits and Design Geeks

摘要

Grasping for a market that was expected to multiply tenfold over five years, many ad agencies have spun off interactive design divisions only to have to reorganize to compete with true interactive agencies like Razorfish and Sapient. However, many such divisions have been perceived as mired in an ad-agency mentality that results in a heavy marketing perspective. But now these divisions are shifting their focus to offer a wide array of services beyond marketing. Agencies like USWeb/CKS set industry precedents by integrating agency suits and design geeks. The merger and acquisition activity among ad agencies is an attempt to fuse these often-disparate philosophies into one package.