There are a lot of “interactive” agencies out there. In fact, too many. What the world needs now is “integrative” agencies. Why?  Because the world of business we live in today is far too complex and inter-related to divide it into “interactive” and “non-interactive” or “off-line” and “on-line” or by differentiating something by putting an “e-” in front of it (e-commerce, e-publishing, e-detailing, etc.).

First of all, that term – interactive agency – is so 1999. Secondly, the answer to every problem is not always “interactive.”

First comes strategy. Then comes storytelling in a variety of means that reach who you want to reach, where and when you want to reach them. Yes, sometimes you need an immersive interactive experience. Or sometimes you may just need the perfect three words to describe what you do. Or maybe you need to think about your business in a completely different way in order to create more “wallet share” among your existing clients across all marketing channels. (more…)