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How Full-Service Advertising Agencies Are Becoming Interactive | Huffington Post | Andrew Cherwenka

Full-service advertising agencies are challenged with integrating digital capabilities into their traditional media mix. Technology in the past 10 years moved advertising beyond interruptive one-way push messaging into a two-way participative context. To agencies this represents more than just a wealth of new media options; it requires an entirely new way of doing business. Here’s how the leaders are thinking.

via Andrew Cherwenka: How Full-Service Advertising Agencies Are Becoming Interactive.

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