Le futur de la vidéo sur le Web est ici

Absolute genius! This is one of the very first sites that I have seen a really seamless and harmonious convergence of video and internet come together as one.

Finally a video website being treated as a website and not some awkward production.

Video and the web kind of had this weird junior high school awkwardness that made it endearing but held back how sexy the two can be.

The honeymoon is over and these two mediums have grown as one.

This is one of the few sites I have seen in a while that is truly a foreshadowing towards the future of productions on the web.

It feels right, its comfortable and flows so well.

Hats off to Emakina.

Originally saw this link on TheFWA.com

Check out the site here ---> click!

Completely Loaded

We live in the age of self promotion and personal branding. Everyone and everything is a brand, the brand you, the brand us, the brand them.

Facebook, MySpace, LinkedIn and Twitter have us scrambling each and every day to come up with a witty twit or a twitty wit or some contrived status update message pertaining to our current condition. We are at a new social impasse.

Our community here in Interactiveland is no different.

We are the specialists, we created this stuff. However now that everyone is a marketing expert, our jobs should be to take advertising off of the socioeconomic plane and blast it off into the astronomic so that we at least have some sort of gap between creative storytelling and selfless promotion.

Each one of us is a concentrated, jam packed, chock full o promotion.

We now live in the Digital Advertising Age. An age where our President is a web celebrity who won the election online. Our brands have all become mini celebrities creeping and crawling all over the internet. Everyday people have become micro-celebrities, choosing to display their lives, thoughts, ideas and neurosis online for all to see.

I am not sure if I was kinda loaded or perhaps just PRETTYLOADED when I first saw this new "curated" site by Big Spaceship.

Its a web site featuring pre-loaders, yep that's right, those annoying little buggers who sit there and remind you that you are either on a really slow connection or the load sequence on the site wasn't programmed properly. A little device conjured up to distract us from the fact that our instant gratification isn't being met as instantly as we like.

Right now it is simply a showcase of SODA members Big Space, Firstborn, Odopod and AgencyNet but I am sure they will let others play too.

I am not sure what I make of this contrived attempt at coolness through recognition of a small nuance that seems to not have gained its proper place in the 15 minute slot we call fame.

The preloader is sort of like the SMPTE color bars on a TV.

Its purpose is to serve as a waiting pattern while something else is happening in the back. Sure they can be cute, adorable, fun, interactive and they serve a very important role, however some things need to remain unsung, a hero in the dark.

Self promotion is a great thing. Trust me I am guilty of it each and every day.

Especially in the age where it is as important as breathing.

But in this case I would rather these four shops created those funny puppet characters that said those funny things and danced around the screen like they did when they were playing ping pong and foosball against one another.

I loathe watching preloaders when I come to a site and the thought of a site dedicated entirely to those nasty little buggers makes me cringe.

Good try Big Curator.

Maybe the next exhibition can be a tribute to the Form Field or a retrospective of the Send Button.

Busted

It takes a single moment.

A single incident.

A minuscule fraction of time to change a whole industry and turn it on its side.

The buzz has been rampant about the economy and the digital shift, the fact that agencies may or may not survive the transition.

All kinds of discussions about who is taking over the reigns of the ad world and so on and so fourth.

The chatter has finally come to a head and a major agency has been busted for over billing on digital work.

Leo Burnett in Chicago has just been ordered to repay the Army (of all clients) 15.5 million dollars.

Ad Age writes.

"Burnett was treating the work of its own internet unit as if it was performed by a third-party contractor, as well as inflating the costs of subcontractors it worked with, in order to increase its profits."


Tax payer money! In a failing economy and the client is the U.S. Army, can it get any worse?

Finally the veil has been lifted.

I can't even imagine how often this goes on all over the place. Clients are getting reamed for millions of dollars and subcontractors never see a quarter of that money.

For years traditional agencies have been paying digital shops fractions of what their clients expect them to spend on their projects.

Leo Burnett just took a really hard fall and the domino effect may ensue. We all kind of saw this coming but no one was sure when it would hit and how it would start but I think it has started.

It will be very interesting to see what kind of ripple effect this has on the industry and if clients will start to come directly to the digital shops for fairly priced work.

Home of The Brave

I started this new blog site so that I would be able to speak directly to a very special group of people.

The Interactive Producer is what I consider a new breed of media producer.

A hybrid of many talents.

Today's Interactive Producer is a maniacal cross between between Don Draper, Malcolm Gladwell, David Ogilvy, Sigmund Freud, Douglas Merrill, Adam Sandler and Mel Brooks.

In the film industry the producer is usually an executive of the studio often overseeing the financial, administrative and creative aspects of the production, though not technical aspects.

The role of Producer in the interactive industry is a true convergence of the creative and technical worlds, just like the industry itself is a convergence of so many different medias.

Many people confuse the role of Project Manager with Producer.

I will set the record straight right now, Producers are NOT project managers.

So what is an Interactive Producer?

The producer is the spark, he or she initiates, co-ordinates, supervises and manages schedules, budgets, hiring talent and overseeing deployment and PR. The producer is involved in all phases of the interactive process from idea, to design to development and on to completion of a project.

Being a Interactive Producer requires so much more understanding of so many different things.

The industry as a whole has witnessed the accelerated evolution of its talent. In less than ten years the one dimensional designer who lived in Photoshop now is required to have skills in Flash, 3D applications, some coding and video skills as well.

Legendary creative directors now wake up in a cold sweat just knowing that kids are coming out of school with a mastery of a number of disciplines that they themselves would never be able to catch up to.

The torch is definitely being passed in all realms of our industry.

The role of Interactive Producer has taken on its own evolution. It is being a business development specialist, a project manager, a team leader, clergy, friend, advocate, evangelist and mentor.

The voice of reason within the chaotic tumultuous and emotional process of hyper-creativity.

Someone who can weather the storm of a highly creative, super technical, below budgeted, ridiculously dead-lined, fast paced, ever changing, always evolving, super charged, late night... OK, I need not go on because if you are one of these people you already know what the hell I am talking about.

So on that note I will say welcome and thanks for joining me in this new endeavor, I hope to be a good resource and sounding board for our kind. I promise to keep each post relevant and insightful and I hope to make this blog as meaningful and insightful as I possibly can.

Check it out here <---

Digital Manifesto 2009

There is a custom that defies tradition, location, culture or religion.

It binds us as intelligent beings.

A custom that is not only a unifying thread but one that seems to be deeply ingrained in each and every one of us.

A custom that is totally instinctual, it permeates our character like the very cells that make up our physical bodies. Like migrant birds we naturally think of change every time our calendars reset.

This custom is a component of our primitive aptitude for survival and has been refined over many generations as our society has become more exacting and complex.

It is an impulse, a predisposed tendency that starts to ferment around the holiday season and it finally reaches its anaerobic conversion by New Years.

No matter what calendar you follow, be it the simplest of lunar positions or the most complex distinct interlocking Mayan calendric systems, you still have a start and an end to every year.

As we all take a huge collective deep breath and start our decline out of what seemed like a very long and tumultuous 2008 and head into the incline of what is a hopeful 2009 we should all tap into this custom and think about how we can all make the new year one of positive change.

The economy has always been a great catalyst for change. From the times of the famines of the bible to the Great Depression, the economy has always been a reliable agent of change regardless of how it swings.

In 2008 we were stung with some harsh realities about our perceived notions of social, political, environmental and economic sustainability and their ability to weather even the most bizarre of adversities.

It was the year that the threshold had finally given in, the world was thrown into economic uncertainty.

Politics and economics were the reality show of the year and history was made while the world watched it unfold, online.

One by one the largest financial institutions fell, the auto industry crashed and the curtain was called on the political stage. The rich were getting bailed out by the poor and the playing field was once again leveled for emerging ideas to take root.

Every single move was documented on the web by literally thousands of websites following every angle of the climate changes that took place in 2008.

In 2008 the combination of the environment, politics and the economy all played a huge role in how the web is now perceived and ultimately was more embraced as the preeminent platform in today's social and business worlds.

History is a rerun and you learn something new every time you watch.

The Great Depression was a time that can offer us some unique insight into the power of brand advertising during times of economic crisis. It represents the plowing of the field where the soil is turned for new seeds to grow.

Our own recent history has proven that during times of economic uncertainty, brands that maintain creativity and innovation in advertising during these hard times actually help to maintain the morale of the nation and come out even stronger on the upswing due to "hangin in there" and sticking with their consumers through good times and bad.

What I find personally fascinating is that the very nature of this kind of dedicated and innovative advertising during the Great Depression actually accelerated the growth of radio broadcasting and print media, today we are seeing a similar effect where the web has now been thrust into the spotlight and is the new field of advertising innovation.

The impact of the economy on our industry is more relevant than ever and we are seeing the absolute accelerated shift of both advertising and entertainment making their primary homes online.

Its difficult for me to look at things in such a negative light when so much good is coming out of these hard times. There is a concept in mysticism where the current good must be destroyed in order for a better new good to emerge.

2009 is going to be the year of that emergence.

So for 2009 my own personal business resolutions are to keep evangelizing our wonderful medium, to help educate and inform our clients as to how to best understand and use the medium to its fullest potential.

To help brands understand the value of a smaller agency that will think digitally and provide more bang for the already tight buck. To continue to help to bring innovative ideas and to push the limits of the web.

To help build better relationships and help to establish our industry as a cohesive unit and a powerful social voice that is more intelligent, responsive and community driven.

To be part of something big and help contribute to that on my own small level.

My main resolution for 2009 is to really embrace and appreciate the times I live in and acknowledge the fact that I am lucky to be a contributor to an industry that is emerging as the global social media platform.

In the words of my favorite writer Henry Miller,

“Life moves on, whether we act as cowards or heroes. Life has no other discipline to impose, if we would but realize it, than to accept life unquestioningly. Everything we shut our eyes to, everything we run away from, everything we deny, denigrate or despise, serves to defeat us in the end. What seems nasty, painful, evil, can become a source of beauty, joy, and strength, if faced with an open mind. Every moment is a golden one for him who has the vision to recognize it as such.”

Happy New Year!

Happy Birthday Noble Warriors

HAPPY BIRTHDAY BARBARIAN GROUP!

You guys are the leaders of the pack and a true example of success. Our industry is so convoluted in terms of proper definition and roles but you guys embody what this industry is all about.

The perfect hybrid between ad agency and digital shop, creative genius and technological minds, social visionaries and digital dynamos!

TBG is all of that and then some.

TBG has redefined what advertising is all about. You have helped reshape communications for the new digital age and has helped all of us achieve what we all are so passionate about.

A Barbarian is a pejorative term for an uncivilized person, either in a general reference to a member of a nation or ethnos, typically a tribal society as seen by an urban civilization either viewed as inferior, or admired as a noble savage.

In idiomatic or figurative usage, a "barbarian" may also be an individual reference to a brutal, cruel, warlike, insensitive person.

Take all of those attributes and focus them towards the absolute positive and passion for everything digital and what your left with is the ideal "noble savage" for the industry.

What better way to celebrate than to be named Creativity's Digital Company of The Year!

THANKS BARBARIANS!

True Love

Digital production shops Big Spaceship and Firstborn unveiled some healthy competitive spirit today with a very funny takeover of the Big Spaceship site by Firstborn.

The two shops engaged in some foosball, basketball and ping pong to celebrate the holiday cheer that is permeating the air.

Putting design and development prowess aside they competed in some physical competition that gave Firstborn the bragging rights to the phrase "We Sank The Ship".

The result is a rather hilarious depiction of the top dawgs at Big Spaceship in caricature shooting out some comic lines that I thought was pretty funny.

Its nice to see some inter-industry camaraderie amongst competing shops to liven things up a bit. Healthy competition creates a good feeling all around.

Some Change

Change is the moniker of our generation. We no longer classify our times with the single letter X or Y.

We have grown past the one dimensional descriptions that limits us to a single marketing demographic.

We are now about change. Change is good. Change is a modification, an adjustment and in some cases even a revolution.

Today, one of the the oldest ad agencies still lingering, a throwback to the days of scotch and cigarettes, JWT (founded in 1864), has made an announcement.

Typically when ad agencies make an announcement its heard "round the world" because ad agencies are designed to be the loudest voice in the room.

Its what they do, they advertise. So when a directorship position is announced, especially one that oversees a world wide operation, its pretty big news.

These announcements are typically saved for creative directors or the traditional roles that have made up ad agencies since that founding year of 1864.

However today marks a notch in the belt of a new age. It signifies the recognition of the tectonic shift that has been taking place in the ad industry over the last few years and it has also signified the rapid change that is taking place everywhere.

The Digital Revolution.

Joe Mandese over at Online Media Daily writes:

"With the pomp and circumstance that it might have announced a new creative director in days of old, one of Madison Avenue's best known full-service ad agencies, WPP Group's JWT, this morning announced that David Eastman has been named its worldwide digital director, responsible for the strategic oversight and management of digital advertising campaigns within the agency, and all its subsidiary companies. "

This paragraph so succinctly states that what "was", now isn't, and what "is", is.

The words World Wide Digital Director reads like music to my ears.

Its a recognition that digital has fully arrived and is here to stay.

That the digital revolution has overcome the traditional resistance and assisted by a faltering economy and the rapid advancement of technology, is becoming the main cog in the advertising and entertainment machine.

Upon anointing this new royal appointment, Sir Martin was quoted, saying:

"I think there is a little bit of a misunderstanding over our digital businesses," Sorrell told analysts, investors and journalists attending UBS' Media Week conference in New York this week. He said that digital marketing services now account for about $2.8 billion of WPP's revenues, or about "23% of group revenues," and said that WPP currently is about "three times the size" of its next closest agency competitor - Publicis - in terms of "digital prowess."

This is going to really change the landscape in terms of who will be left holding the reigns.

Bravo Sir Martin, Bravo!

Sign of the Times

This new post is a response to a recent New York Times article penned by Virginia Heffernan describing why traditional media (content) must evolve along with new forms of digital expression and technologies.

In her aptly titled piece, Content and Its Discontents, Virginia delves into the subject of how traditional content and the new media landscape are quite different and how it is the old that must now change for the new.

You can read the article here <--

My response is as follows:

The medium in and of itself is a new frontier in both expression and a more complex means of communication. Traditional “storytellers” have been shoving their round pegs into our square holes for ten years now and have completely missed the point of how powerful the new media landscape truly is.

Traditional agencies have been blindfolding their clients into believing that they can translate their brands online and have been grossly misguiding them into a realm entirely unknown by the agency and employing professionals who have been trained to simply copy whatever the latest template is.

This is not entirely the fault of the agencies themselves rather the brutal reality of immediate transition to a new medium that has quickly emerged due to the speed of technology, the veraciousness of the web and a struggling economy looking for more bang for its advertising and entertainment buck.

Over the past ten years, smaller digital agencies (sometimes referred to as vendors) have been carrying the workload in developing these new expressions for a fraction of the cost that the clients are paying their traditional agencies for. These smaller digital shops have been the primary source for the growth of this medium in both design and development and have been the ones to set the bar for standards of excellence.

The online experience is a much more concentrated and intimate one that, if executed properly, will not only completely immerse the end user with the content but deliver to them a message that is so much more powerful than any we have known in the past.

Snippets have replaced pages, animation has surpassed the static image and video accompanying text has become the norm in storytelling. The traditional static and its partner in crime, the analog, ways of story telling and brand building of the past are now lingering like a defunct eon waiting for its evolutionary replacement.

Traditional content simply doesn’t fit the digital mold and its forceful application only makes it even more clumsy and undecipherable.

Both the advertising and entertainment industries need to realize that a new breed of creative professionals who are both equally creative and technologically savvy are needed to properly codify their messages in a way that live harmoniously within the pixelated world we now live in.

The smaller screen calls for more intelligent and visceral executions of the tale being told. Rebroadcasting traditional content online is a futile attempt to monetize on a medium that screams for original content created specifically for its voice.

We need to all take a collective step forward and hand the baton over to those professionals who have been reared online, we are no longer vendors, computer geeks or web designers.

We are artisans who have trained ourselves to tell more compelling stores.

We are craftsmen who have been imbued with the ability to live in a world where multiple forms of media converge and are retold as a single and powerful digital voice that reverberates through to billions of small screens all over the world.

We transcend the demographics and local markets, we think globally, we are both localized and global at the same time. We think in more concentrated one by one pixels that are in tune with physics and precision all driven by exacting and in many cases user generated data that is endless.

We are NOT nephews or babysitters, we are NOT hermits and introverts. We are the new face of both entertainment, advertising, journalism and art.

We are both the voice and the originators of these new ideas, we think in pixels, in technology and in innovation, our ideas expand themselves across an almost infinite network and remain strong enough to ring true in the hearts of people in the most sacred and intimate corners of their existences.

Our audiences choose us, we don’t force ourselves onto our audiences like the finite selection of channels that all seem to be saying the same thing. We are unique in every way and our uniqueness forces us to find more and more ways to remain that way day in and day out.

Everything can be translated into this new language called digital, you just need the right people to do it.

Perennial Analysis

Took some time to pen a year end roundup on one of my Favourite sites, The FWA.

2008 was a great year and some amazing work was done.

Enjoy this review and get inspired for what looks like a powerful 2009.

Click Here To Read <---

Fowl Play

Happy Thanksgiving!

This year thanksgiving is riding the momentum of the nation, a new president, a teetering economy, a cultural shift and a world at war.

Us Webicrats sometimes lose site of what is going on "out there" because we are so busy "in here" designing, developing, programming, strategizing, and telling stories.

We sometimes get competitive, harbor anger amongst one another over accounts, clients, projects, work, whatever...

We are very fortunate and should be thankful that aside from the crazy deadlines, budgets, long nights, fickle clients and creative challenges we do what we love and live in relative peace and comfort, we are surrounded by toys, computers, and "kids" like ourselves who get to sell things by having fun.

There are now 125 dead, 327 wounded in attacks in India.

Lets all be thankful for everything we have and do each and every day.

Thanksgiving is a great way to head into the end of the year on a positive note so that the new year begins with a cheerful outlook and brotherly love amongst all human beings.

We should all reflect on everything we are thankful for, and internalize that thankfulness so that we may reflect it upon others around us.

Have a happy and a meaningful Thanksgiving holiday and may this season of change be for the good.

FWA SOTD

ThoughtPile won today's FWA award!!!

There is also an article published on The FWA to accompany the achievement.

In addition to ThoughtPile we also partnered with Mono to create this absolutely cool product site for the new Embody by Herman Miller.

Check it out here: Embody Micro Site

Both these two sites represent a kind of reconnaissance in interactive design. Designed by Vas Sloutchevsky, both employ 3D and all of the latest technologies yet the design is completely classic, I really enjoy the lack of sizzle and corporate brand bling that usually bloats a good idea.

Congratulations to the entire Mono and Freedom + Partners teams for a job well done.

Elfed Myself

Send your own ElfYourself eCards

My Hero

The buzz in the industry this year has been swirling around the concept of story telling.

In an "ad age" where the old guard is passing the torch to the new, where advances in digital media have not only propelled the industry into the future but has also set it on a unchartered path, where the web has become the central storytelling hub for a many industries.

Take a breath, OK, continue...

Michael Eisner was quoted, saying “YouTube is to the Internet what a nickelodeon is to the movies. It’s the preliminary installment of what is to come,”

So what is to come Michael? his response is “Great, creative storytelling.”

- Michael Eisner says to AdAge.

Then in the famous interview heard around the ad world, Lee Clow was quoted on this topic as well:

“Online advertising is still semi-nowhere. It’s very intrusive and annoying and kind of the worst of our business in terms of pop-up and flash, and jump up and down”….”The ability to use the Internet in terms of great brand storytelling is still at its infancy,” he said. “The Internet advertising media, cross my fingers and hope to God, with bandwidth and with some ability, is going to become more artful; it’s going to become more interesting. … But it’s going to take creative people to embrace the possibilities of what you can do on the Internet in terms of advertising and storytelling and make it a little better and smarter.”

Story telling is what is going to save the web from its intrusive and annoying toddler stages. It will be the maturity that the web will eventually grow into and will become a giant field overgrown with thick, lush, dew-laden, story telling in the most creative, technologically advanced, and impressive ways we have ever seen.

Right now we are NOT there yet.

That nagging top header, that annoying left nav and that over bloated center table doesn't seem to want to die just yet. The hyperlink and the rollover are still lingering in our interfaces and we are still tripping over stingy footers.

However! Do not despair!

Today's FWA SOTD award went to Cookie a shop from Poland who in my opinion showed us one way to tell a story online.

The website is called Day To Day Hero and its super!

Check it out here: Day To Day Hero

Lukasz Twardowski and team Cookie did a superb job showing us how fun telling a story online can be.

Definitely check out this site.

Crossed Thoughts

I monitor the web like a freak.

I have trained myself to hone in on the latest and greatest sites out there so I can be a better evangelist for our industry.

I try to examine every detail of any site worthy of examining so that I can better inform our clients as to what will succeed and what will fail.

Many times I see two sites that launch around the same time, designed and developed by two completely different shops, and they have such stark similarities in both their concept and design, function and genre that I often wonder if information leaked into each one of the agencies as to what the other is doing.

I know I know, its called a trend, but what happened to me today finally enlightened me to how this occurs.

Freedom + Partners recently put out a site for Herman Miller called ThoughtPile. It is a really neat site that is a data visualization of various thoughts that people have about various topics concerning the world and how to make it better.

Firstborn Multimedia recently put out a site for AT&T called Speak In Thumbs. It is a really neat site that is a data visualization of various thoughts that people express using keyboard shortcuts on their Samsung Propel Smart Phone.

Now I know for a fact that none of us speak, yes I did once work at Firstborn, however there has been no sharing of creative, ideas, nothing, yet these two sites are almost identical if you break them down.

So now I finally get to be in the eye of the storm! I get to see how this happens.

Lets examine...



ThoughtPile starts off with a standard text intro that explains the site which is pretty standard, nothing so glaring about that. But then when we go into the site we start to see the similarities.

ThoughtPile has a question of the week at the top left hand corner of the page, a circle in the middle displaying the thoughts and then an orange plus sign on the right hand side that is used to add new thoughts.




Speak In Thumbs has a text instruction on top left hand corner of the page, a circle in the middle displaying the expressions and then an orange plus sign on the right hand side that is used to add new thoughts.

So I ask myself, how? Are trends that powerful that they permeate the industry by filling the heads of creative directors, designers, coders and agency partners?

The answer must be that we all think alike, we must all have a unified intuition that binds us as web professionals.

I can understand how popular trends force designs to look alike and dictate how images and video are treated but to wire frame two totally separate sites to be so similar is mind boggling.

Well, both are great sites by two great teams, excellent executions that speak volumes about both studios.

I am glad that I was finally able to be involved in this anomaly that had been confusing me for so long.

Its interesting to see that there is some sort of greater connection between digital agencies that cause sites to sometimes mimic one another.

Obama.com

The celebration from this weeks election results are still reverberating throughout the city (I live in NYC) and cities all over the world. People are suddenly alive with chatter, intelligent, emotional, and critical chatter about the new President elect Barack Obama.

Obama means so many different things to so many different people.

Obama is a candidate that truly embodies the nation he is serving. Just look around at the faces, listen to people speak, gauge the atmosphere around yourself and you will see why Obama was the obvious choice for President.

We live in very uncertain times and in many ways Obama is a very uncertain choice for President.

A black man is now President of a very young nation that very early on in its history was a bastion of slavery and racial intolerance, that sometimes still lingers in many parts of the country.

As a nation we elected a man who has little high office experience, often preaches over inflated promises and is a mixture of races that leaves him sitting just outside both black and white lines. A man who is full of potential and who instills the desire in a nation that wants to help him realize that potential.

As a nation we have decided to break loose the grips of conventional wisdom and let a man who is more about the future than a patriot of the past. A man who is looking forward, not back, to an America that realizes its true place amongst nations.

His campaign has cured this nation of its apathy and has re-injected a new interest in how we are perceived amongst other nations. The reality of his very being is proof enough that we are a nation in transition.

Obama is a man who represents the hope in all of us.

He is the culmination of everything we want from a nation that promised us all a dream.

Obama is no super hero. He is all of us, his mixture goes beyond race, his honesty and courage is rooted in the desire for those very attributes in all of us. His determination and his rise to success from the very depths of community service is what draws us to him so closely.

We have become an empty nation and an empty people.

Our spending habits, pop culture and banking and education systems have all deteriorated due to neglect and over consumption. We are losing our houses, our jobs and our security into old age.

The nations to the east and to the south are like hungry wolves waiting for the right moment for us to weaken from the fat that we consume on a daily basis. We are fat from every aspect of our lives. Fat from gas, from money, from food and from consumption.

The past eight years have been spent dealing with the realization that we have lost our luster. Our respect and our prominence has worn off and we are now tangled in a ball of critical issues facing our country. We were left licking our wounds and trying to figure out how to clean messes rather than how to prosper.

Obama may not be the cure but he is a remedy that will lead us to a cure.

His desire for truth and for facing the issues head on through constant communication and embracing the nation wholly.

This is not a political article, and what I am about to write is not entirely political in nature.

What amazed me the most about this campaign was Obama's ability to recognize, understand and embrace the web as a tool for communication. He not only validated the publics desire for change but he also validated the power of the Internet as a means to help bring about that change.

Obama understood the the Internet was his bull horn, it amplified his voice, his persona and his soul to the furthest reaches of the planet.

From Facebook to YouTube from Google to Yahoo, CNN and ESPN. News clips, SNL and MySpace. Widgets, RSS feeds, banners and blogs.

The digital frontier was Obama's campaign trail conquered!

We no longer recognize those purple mountains majesty and from sea to shining sea is a vague term to the youth of today

Emails, websites, Sarah Silverman viral video-sites, iPhone apps and digital downloads.

Obama knew that he would be heard the loudest through the Internet and through technology that is embraced by all.

3 minutes before Obama emerged to give his historic acceptance speech in Chicago, every one of his supporters got a personal email thanking them for everything they have done to support his landslide win.

From the very beginning of this campaign there was a very futuristic feel to how Obama was speaking to the public. It was llike nothing else we have ever witnessed.

The Internet has changed the way we do lots of things in our lives and now it has changed the way elections are won. It is the new stage for politics and the most powerful communication tool known to mankind.

What impressed me was Obama's familiarity for the medium. His campaign trusted and executed flawlessly on every technology, trend, application and information platform. From design to function and beyond.

You think your popular because you have 998 friends on Facebook?

Well Obama has 2,712,479 and counting.

Names and faces of real people, real supporters, real users who feel a connection closer than any connection to any other past President. These are people who can speak up and feel that they are being heard, people with hopes and dreams and a people who wants to know that those hopes are not going unnoticed.

Democrat is now a brand.

I am a Mac = Democrat

I am a PC = Republican

Its amazing how the threads of pop culture and society mimic one another so subtly yet so obviously when put side by side.

We are obviously a nation divided by a checkered past and an unknown future.

What was is now and what is now is almost gone.

The speed of communication has accelerated us as a planet and is now forcing us to go beyond and transcend, to evolve.

Obama is the face of that evolution.

He is global, he is both sides of the coin.

His lack of experience is a strength because there is less for him to undo and more for him to grow into.

His leadership will succeed based on how committed he is to keep that light burning so that we as a people can navigate through these dark times.

His tenacity is what we will need to push through these next eight years. Hopefully he surrounds himself with the right people so he can focus on keeping that smile burning across his face. That smile that smiles for all of us.

His race, his facade, is simply that of a people who have always struggled for progress. His face is the color of adversity and overcoming it.

We all now struggle for progress, we all need redemption from our mistakes and now we all move forward together as one nation to climb out of this hole we have found ourselves buried in.

Obama is the first President in the new age.

The continents of the Earth have gathered as one Pangea once again, as it had started millions of years ago. The Internet has bridged the great oceans and has created dialog, both good and bad amongst the people of the world.

Obama is the first President of the first generation of an evolution.

The Internet Age.

As the community who designs and develops for this great voice to be projected to the entire planet, we should all be proud that the medium we love is what made a difference in the world.

UPDATE:

Today, November 17th, President-elect Obama will record the weekly Democratic address not just on radio but also on video -- a first. The address, typically four minutes long, will be turned into a YouTube video and posted on Obama's transition site, Change.gov, once the radio address is made public on Saturday morning.

The address will be taped at the transition office in Chicago today.

"This is just one of many ways that he will communicate directly with the American people and make the White House and the political process more transparent," spokeswoman Jen Psaki told us last night.

In addition to regularly videotaping the radio address, officials at the transition office say the Obama White House will also conduct online Q&As and video interviews. The goal, officials say, is to put a face on government. In the following weeks, for example, senior members of the transition team, various policy experts and choices for the Cabinet, among others, will record videos for Change.gov.

Sudden Impact

The web offers the ad industry tons of potential in terms of options to market a brand online.

So much so that it can get confusing or even impossible to nail down which methods will work for which brand.

Brands require experts who monitor those trends on the internet and who understand what is working at any given time in specific areas of the web. Trends change daily based on new technologies and more interactive ways to tell a story.

The experts are the ones creating the new technologies and innovations on the web as a means to stay competitive.

They are the digital agencies.

As ad agencies get more proficient at identifying and in some ways codifying these various techniques we are starting to see more and more interesting websites being launched. But those sites are not necessarily successful.

It is often the case where ideas and the technologies don't play nicely together.

Today these new techniques come and go almost daily and the rule book changes with every new site launched. This is confusing to agencies and by the time they think they get it, they don't.

If you take a look at a cross section of the more successful or popular sites that have been launched recently you will notice that most of them lack one important component, and a trend that is becoming more and more popular today, that is critical for a successful online campaign.

I will get to what that is later in this post.

Imagine you come up with an idea, and you sell it through to your client but in the back of your mind there is nothing that says that the idea will surely work. Its a gamble, like anything in life, you just have no real facts to say that something will be a hit.

You familiarize yourself will all the latest trends and work with the best digital agencies out there to make sure your site will be prefect for launch.

The copy is airtight, assets are beautifully created and the site is the definition of digital harmony.

The ad buys are in place, banners are everywhere, even a TV spot driving traffic to the site.

Your psyched, your client is psyched, everyone involved is feeling great and you've already drafted your awards acceptance speech.

The day has come, the site goes live.

Then...

...nothing.

What I am getting at here is that culturally traditional ad agencies are just simply out of sync with what the public wants, expects and needs from the web.

The web insists that those who are creating media for it stay much more abreast to what its capabilities are and unlike the past new technologies are adopted much quicker on the web than the more static traditional platforms ever had available to them.

Over the last ten years consumers have been re-trained to think faster, react immediately and receive their reward instantly.

Apple's iTunes is a great example of that. Who would have thought that Apple would emerge as the top seller of entertainment media like music and movies and now mobile applications.

We are the instant gratification generation.

We click we get.

So the question that weighs heavily on my mind is, why would an ad agency that specializes in traditional marketing endeavor to strategize a web campaign for their clients when their staff is not geared for this kind of work and why would brands pay them millions to do work they are not specialized to do?

One of this year's biggest stories was the outburst by Big Spaceship owner Michael Lebowitz. He spoke up regarding his shops credit snub at Cannes.

The issue was credit, and the topic was definitely newsworthy, but what also happened was that it helped usher in the emergence of the digital agency.

It was a new voice speaking up and saying HEY WE EXIST!

Brands typically rely on their AOR to strategize a marketing campaign that they expect to be evenly distributed across various media platforms based on where they will get the best consumer response.

Now that the web has become one of the, if not the, most popular places to advertise we are seeing ad agencies starting to struggle with how they are executing more traditional ideas on the web.

There is no doubt that traditional ad agencies are tremendously talented at coming up with stories to tell based on brands and that ideas are in no shortage but taking those ideas and translating them online poses a new challenge to them.

I do not believe that the agencies were able to foresee the speed at which the industry would shift, the veracious impact with which digital would gain prominence as well as the rate of expansion of the web.

Agencies were simply to big and unable to see how quickly the web would become mainstreamed and how the new media marketplace would be completely redefined.

Most of the larger traditional agencies have not adjusted to the shift.

Only a few agencies have changed culturally. The agencies that have sprouted up during the dot com years were lucky enough to have built digital capabilities into their core services. Older agencies are now trying to simply acquire it.

Brands expect their agency to be able to execute across all media and inherently understand the nature of that media and how to integrate with it.

Smaller digital agencies had already bought into the new culture in the mid 90s, they have been doing this for over ten years now and over those ten years have accepted their roles as second fiddle to the larger agencies but at the same time waiting patiently, and learning from the mistakes that agencies made, for their time to come.

Digital agencies live and breathe and experiment with new media and digital storytelling in ways that traditional ad agencies cant. Digital agencies are naturally more curious about the medium because they created that medium and are always trying to improve it.

Digital shops have been learning from the mistakes made at larger agencies, smaller digital shops have identified that in order to grab the reigns they must know how to own and then integrate online media across a larger media marketplace and are doing so quite nicely.

As brands now shift their dollars towards the web the looming question is who should be getting the big bucks?

Digital shops have been doing work with agencies for some time now and like any close relationship each of the participants have rubbed off on one another.

Digital shops had to learn how to communicate with agencies by adopting a lot of the traditional processes that agencies have had in place for a 100 some odd years now and large agencies have had to step up their techno-jargon in order to jive with the hip smaller digital shops.

The result is that digital SHOPS have now become digital AGENCIES.

Growth is critical in any industry and evolution is unavoidable.

Now that media technologists and ad folks have intermingled and digital shops have realized that they too can come up with creative and innovative ways to market a brand, especially online, there seems to be an inherent shift in where brands need to be turning to drive their next campaign.

Any smart brand manager should realize that going directly to a digital agency will not only help save them money, because digital agencies tend to be much smaller and more nimble, but that they will be putting their money behind the people who are not only following the trends but actually creating those trends.

With limited budgets digital agencies can only go so far.

Digital projects suffer because the pie is being eaten by way too many people. By the time the people who are actually doing the project get the brief most of the dollars have been eaten up by the layers of bureaucracy at the AOR.

But if the budgets for digital campaigns were to be put directly in the hands of the digital agencies it would help to create not only more innovative executions but also help to finance the emergence of new technologies on the web and more exciting stories being told.

I mentioned earlier in this post that there is a missing component that traditional ad agencies lack.

That component is real time media tracking that is both accurate in terms of understanding audiences and identifying what user behavior patterns are successful and acting quickly on those findings.

Digital shops not only understand the inner workings of new media, they created this media, and intuitively understand what ideas will work online and which ones will fail.

Imagine a small digital shop who has been working every major traditional agency for ten years, learning from every project. Learning how each one of them communicates, comes up with ideas and tackles problems. Then they go ahead and apply that to their vast digital knowledge and then wrap that up with killer creative. The perfect model for the new agency trained by the old guard.

The digital shops were and continue to witness and learn from every success and mistake made by a cross section of large agencies.

Its like spending ten years in grad school being taught by the best professors.

Now that our country is facing financial introspection and money needs to be spent wisely, brands should reconsider where they distribute their ad dollars.

Digital shops are now more than capable of quarterbacking a campaign.

Ideas born from within the digital culture will have a better chance of surviving the fast pace of the web and in turn will give brands more bang for their buck. They will offer brands solutions that will enable the campaign to shift based on what users want and expect at various points of the campaign life.

One such execution, in my opinion, was launched this year for NBC Universal by digital shop Freedom + Partners. It is a very unique website created for the show The Starter Wife.

The site can be seen here: http://www.tswlife.com

What set this site apart from other sites I have seen this year is that it is loaded with potential for what the new face of the web will look like once more digital shops starting leading campaigns online.

With time and budget limitations, Freedom + Partners was able to execute a site that was a true convergence of media platforms. From book to mini series to weekly episodes to website every part of this property lives on a separate and appropriate media platform making it a truly diverse brand that speaks to a multitude of audiences.

NBC Universal was brave enough to take a chance on a digital agency who understood how to get immediate feedback from its audience. In partnering with Freedom + Partners, NBC Universal saw the potential for giving users new content immediately following an episode of the show and using that information to provide them with a better overall brand experience every time they came back to the site.

The site is now an evolving media platform that will give NBC the ability to see what their audiences want and how they react to what they are already giving them.

There is no exact science for success on the web, however putting your projects in the hands of those who are most intimate with it is one step towards success.

Go Digital!

Moral Decline

Perhaps my brain is interpreting things based on the fact that tonight is the night of Yom Kippur (Jewish holiday of introspection and repentance) and I am feeling morally accountable for the work I do or what I read in Ad Age this morning is really, really scary.

Nat Ives at Ad Age wrote an article about Google’s CEO Eric Schmidt and his comments about the the internet becoming a “cesspool for false information.”

Schmidt’s solution to the problem was the following:

"Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool."

We all know that Google’s agenda is to sell more ads, but to go as far as saying that the entire web should be a giant virtual Times Square, filled with brand controlled content is a bit disturbing.

Brands control network television, since the early days it was the brands who sponsored the shows that dictated content based on how they wanted it to align itself and its products with its consumers. We all know how wonderful an example television is on our society, its like one long commercial.

But the web?

Our sweet autonomous web, the space we all go to for choices, for voices and for original thought.

Imagine the web controlled by the major brands, that is scary!

Schmidt went on to say that the future of quality editorial is, moreover, hardly certain. "It's a huge question in the world," Mr. Schmidt said, "particularly in the United States."

The CEO of one of the most or actually, the absolute most influential and powerful media companies in the world suggests that quality editorial is “a huge question” and “uncertain” while brands are thriving and alive is a really sad outlook if you ask me.

As we stand on the brink of a collapsing economy, we should be embracing real substantial thought and culture and not brands.

During a time of instability, its the editorial that should be thriving. Ideas, comments, theories and thoughts should be growing in the fertile soil of uncertainty helping to deliver us from the mess we put ourselves into. Over consumption and unrealistic economic outlook. We should not be feeding the addiction but treating it. An even balance of truth and honesty.

Creativity and original thought thirsts for inspiration. It yearns to be nurtured until it is distilled down to it's most simplest form. It's of the few forms of expression that is loudest and most powerful when expressed in it's most basic and uncensored way. It spans the masses and speaks volumes. The web gives us this freedom and by handing it over to brands because Google wants things more relevant is creative suicide.

Schmidt went on to say that branding, on the other hand, may be an essential element that helps people navigate the world, he said. "Brand affinity is clearly hard wired," he said. "It is so fundamental to human existence that it's not going away. It must have a genetic component."

If we follow Schmidt’s direction on how to navigate the world based on brand affinity, we are all doomed for destruction and the complete failure of mankind will be upon us.

Google just got scarier.

Oldy But Goody

A very wise man named Moshe Chaim Luzzatto (also known by the acronym RAMCHAL) who lived between the years of 1707-1746, penned a book called The Path of the Just. In that book he wrote an elaborate introduction that started off with a very wise piece of advice, he wrote:

"I have written this work not to teach men what they do not know, but to remind them of what they already know and is very evident to them, for you will find in most of my words only things which most people know, and concerning which they entertain no doubts.

But to the extent that they are well known and their truths revealed to all, so is forgetfulness in relation to them extremely prevalent.

It follows, then, that the benefit to be obtained from this work is not derived from a single reading; for it is possible that the reader will find that he has learned little after having read it that he did not know before.

Its benefit is to be derived, rather, through review and persistent study, by which one is reminded of those things which, by nature, he is prone to forget and through which he is caused to take to heart the duty that he tends to overlook."

I had written a blog post last year that I feel is very relevant to post again but introduced with these very wise words from the Ramchal.



A very honest and very smart person asked for some help with cohesiveness of the production team at a pretty big studio.

I was really pleased to see that someone cared enough to seek outside help in making the team better, this person really cares!

Hats off to you buddy!

You know who you are!

Below is my response...

I'm sorry to hear that the team is having cohesiveness issues, that is really a major work flow problem.

I faced this issue at some studios that I had worked in and was able to help solve some of the issues by restructuring and better defining roles and responsibilities that both empowered people and made them very accountable for their specific roles.

Team members need to clearly understand boundaries and where hand off points are and when to come in (many times without being asked) and help out.

There needs to be chemistry amongst the team that is based on trust, ultimate trust is what will allow people to go into a project with the best attitude and wanting to give it their all.

Apathy is our cancer and when you have members of the team who have their minds on other things or simply don't care enough to perform on the highest level then you will see that the quality of the work suffers and that every project becomes a nightmare.

That is one reason why I am so against a revolving door policy where designers and developers come and go, a team needs time to grow.

Members need to know the others through and through, its not all business, its a creative field that requires everyone knowing what is in the head of the other.

Producers need to gauge every team member and then deal with them accordingly, sometimes talk out of both sides of their mouths in order to please everyone and get everyone to perform at their very best. No different than a sporting team.

1. How is your current creative team structured (ECD, CD, Senior AD, etc)?

The Creative Director sets the overall tone of the project's design phase he or she makes sure everything is tight and on brand and can be executed from a technological standpoint> The Art Director dictates the specifics and execution> The Developer works with AD on motion and look and feel> The Producer has final say as to what client will see.

The Producer IS the client and should understand how to look at the project through the eyes of the client and help anticipate any issues that may arise.

I hate sounding biased but the producer has to be able to explain to the creative director what the client expects and the CD has to fit that into the overall vision of what is being produced.

I have produced what would have been award winning sites that have never seen the light of day simply because what was delivered was not what the client wanted and the CD or AD didn't want to budge...

You learn your lessons...

Ultimately the client is in charge and the team needs to understand that. The team is somewhat sheltered from the client so they need to trust that the producer is making decisions based on the best interest of the relationship and that everything pushed back on will benefit the relationship and ultimately lead to more business and at the same time not sacrificing the quality of the work produced.

2. Are your teams assigned to a particular account / client or do they
work on pretty much everything?

Teams are assigned based on availability and yes pretty much work on everything, only places like RGA and AKQA have the ability to have special teams for special projects.

Smaller shops MUST cultivate their talent and must evenly distribute the work. I knew one producer who would only give the best projects to who he liked working with the best, that is not going to benefit the studio, everyone should have a chance to raise their abilities and grow as a professional.

Again it is all about trust. I have always been pleasantly surprised at how amazing a young art director or junior developer will come through it you give them the chance.

3. How do you guys handle work flow, meaning once a big project gets in the pipeline, how does it start and finish? Is it talked about amongst the
group or just given to a random designer / AD?

The project is ideally give to those best suited in terms of skills and expierience, however smaller shops must rely on available resources and don't have the ability to shuffle things around mid project.

Typically 2-3 design directions are submitted, the client chooses, winner stays on as Art Director - it is given to the available resources.

There have been cases where certain people MUST be added to the mix, at that point special decisions must be made. But again, try to trust and get people to expand themselves as professionals.

4. How do you guys share ideas amongst the team as far as where you want
to go or do as a group / company?

Drinking beers, having lunch, talking openly and always listening attentively and allowing everyone to have an equally loud voice.

There needs to be a collective consciousness developed, no one will ever always agree however people may give in at certain times knowing that it is the best solution for that particular direction.

The group must have equal say, if there is someone who is part of the group that time and time again is shunned or one person who dictates all then that person doesn't belong.

Leaders should be established and I do believe that they naturally rise to the top.

Follow those who are passionate, those who really believe.

The company must represent the common collective, not some facade, it will show through eventually.

5. How do you guys share what your working on? Do you have a weeekly /
monthly type meeting to discuss what everyone is involved in?

You must encourage people to get up and walk around, to ask "hey, whatcha working on?"

To involve people in various capacities and to force people to talk about what they are up to and if any issues have arisen and how did they solve it.

People need to speak up, think out loud and present ideas and issues to the group. Its a matter of getting others involved.

I would sometimes bring people over and say, "hey, what do you think of this, i know your not on this project but i need an outside opinion?" just keep the gates open be a catalyst for chatter, IM links and progress it only takes a second.

6. How do your communicate as a group as far as creative ideas / workflow
is concerned?

Assemble the team to talk about upcoming possible projects, look over RFPs, specs, ideas, as a group bring paper, pencils, and blocks and toys to the table, let people think out loud write everything down.

Pose imaginary problems and let the group solve them. If we were to get such and such project, how would we attack it?

Ask questions that get people to think. Groups become very stale if they dont engage in strategic thinking.

If there is a project that is particularly impressive done by another company, get together and ask how WE would have done it. This will not only provide ammunition for the next pitch but also grow the team as a single thinking unit.

7. What do you do for fun as a group?

Do lots of drugs! ... just kidding, DO NOT DO DRUGS!.... same as everyone else, Beers, BBQs, dinner... go to a museum, take cameras and snaps pictures, talk about what you would do with these assets, how you would animate them, design with them, go out and get inspired together.

Movies, shows, etc... try to always get the group to think at the same time, train them and you will see that when the time comes the ideas will flow like one single river.

8. Do you guys meet every week to discuss whats going on in the industry?

Unfortunately no one does this, I try to do this but people tend to not care or be too busy.

I would shoot everyone links all day long LOOK AT THIS LOOK AT THAT!

I was annoying but it works, this is a MUST, there has to be some small sense of competition as well as what others are doing.

It should inspire a person to see what someone else in his field is producing. I will typically send out 25-30 links a day for people to look at, i will force them to comment just so that I know they saw it and "got it".

I think its important to keep the rear view mirror focused all the time or you will get lost. The industry is the body and we are just one organ. Be aware of the body and the role you play.

A company should know who they are.

9. Do you meet weekly for creative / status meetings?

We used to and found it was not productive... as long at it is productive then yes every Monday pep talk, or Thursday night beer and review.

It should be something that is done all week in smaller chunks and then one quick review where everyone is more or less already familiar with what they are looking at.

Many times we would do this and people were like "WOW I didnt even know we were working on that!" and once we even won an award and someone said to me "Wow we did that!" so there should be a general awareness of what is going on at all times.

10. How is it handled when an artist / team does an AMAZING job on a
project and the client LOVES it, do you get a bonus, a day off, etc?

UHHH NO! thats your job!

Bonuses should be for production over a year.

Why should someone be rewarded for something that is expected of them.

I would say bonuses should go to those people who went above and beyond the call of duty as well as those who have performed on a consistently high level all year.

Beside the obligatory Christmas bonus I think that extras are a good way to motivate people but not for every little thing. If a team is in sync then maybe send them all out for beers on the shop or sushi make the reward a team thing as well.

11. If there is anything else you guys think could possibly inspire us a
bit, or perhaps put us in the right direction, please write down.

Love what you do and realize that as a team your creating things together.

Like parents you are partners in creation.

Dont fight the differences, embrace them, love what the person brings to the team and forget the petty bullshit.

Realize that anything less will only hold the project back and the end results will be less than expected.

Want to win together, individual accolades are lonely and somewhat hurtful, a team is a team, no one person is greater than the whole team.

Give everyone, even interns an equal voice, hear it out, if it sucks then thank them and keep moving, if its great make sure you tell them that.

Go into projects excited, producers should build a sense of positive excitement and not anticipate the worst. Many people produce from fear and expect something to go wrong at any minute, those people are the worst leaders, be mindful but be positive, if something does come up it is not the end of the world, try to be flexible and make the adjustment where needed and move on, don't let it break up the team with accusations and finger pointing.

If someone falls then everyone should help them up.

Jealousy is cancer.

Disrespect is a disease.

Not everything will be a GET THE GLASS but the effort put into it should always shine through.

Even bad designs can be redeemed with effort and passion.

The client sees all of this.

Even over the phone the client listens to the tones, to the words used.

When the client feels safe then the shop gets more work, when the clients feel that the team is on the same page and all the gears are moving at the same time then even if the project fails the client knows that every effort was made to make it a success.

Care about shit, just care, give it more than a second or two in thought, really be honest with yourself and others and make sure that you never ever compromise your standards, your ethics and your beliefs.

Oh have TONS OF FUN!! really! not foosball table fun, i mean really have fun! Love what you do and do it hard!

Parish is On The Money!

Nick Parish's latest article entitled "The Price is Right (Isn't It?)" in this months Creativity is so right on the money.

(excuse the pun)

It never fails.

At the onset of every project that a large agency outsources to a smaller digital agency like ours there is this afterthought called a budget.

We are all well aware of the media buy, the TV spot and print budgets.

When the agency partner tells us that we have exactly 4 weeks to come up with the most amazing kick ass website that fully integrates every aspect of the campaign, and oh by the way, we usually are not brought in from the onset to make sure that there is a bridge between the offline and online creative, and its a budget that is a minuscule fraction of what it is worth in terms of its importance to both the campaign and the work provided.

This always ends up being a sore point in the relationship.

When a relationship is entered into on an unfair foundation it is bound for a rocky road ahead and this is what typically happens 90% of the time when larger ad agencies work with smaller digital shops.

I have heard so many complaints from ad agencies towards digital shops regarding a disconnect between communication, creative suffering, deadlines not met, expectations not delivered and so on.

If the digital agencies were compensated fairly so many of these issues would be solved. We work through the most adverse conditions because our direct line of communication is blurred by the lack of transparency with the source.

The relationships in general would be healthier if there would be more partnerships in the entire creative, the website and the online video production would benefit immensely.

If the digital teams were not thrown the scraps of the larger campaign we may be a bit more enthusiastic about the whole process.

It seems like no one wants to admit that the website is now the anchor of the campaign.

The website serves as the heart and soul of the "new age" of advertising, the television spots and print ads are simply driving traffic to the websites and the spots have budgets that are in the millions and the website, that has its own custom video produced by the smaller shops, is a mere 100k.

How does this seem fair?

The scales are way too unbalanced.

Ad agencies will get millions from a client to do a site that they will pay a small digital agency MAYBE a few hundred thousand for.

Digital agencies have limited resources, time, budgets and accessibility to the client directly all come through day in and day out, by the skin of their teeth, every time producing the great work we see online every day by constantly jumping through hoops and having to swim through way too many layers than necessary.

Oh and by the way did I mention that we have to also educate our agency partners through the entire project so they can sound like they know what they are talking about to their clients.

I have gotten so many emails saying, “can you help me explain this better?” or “Our client wants to know about hosting, is that something we need for this site?” or a week before launch I get “is this site in Flash or HTML, our client wants to know.”

Anyone at a digital shop will recognize these question and know exactly what I am saying.

Us digital shops actually like working with the big agencies and are totally open to working together and collaborating, however once the client gets wind of all the drama involved, and the price being paid, and how much better the work would be if those layers were removed and we were compensated properly, they will simply start coming directly to us digital agencies for service just like they would any other specialty agency.

The larger ad agencies don't have the dedicated expertise or the specialized teams in house to properly execute or even explain the nature of this highly technical and creative work, this is why 85% of it is outsourced to smaller digital shops.

In my experience, every time the client came directly to us the work was infinitely better, the budgets were better and the relationship was amazing!

Its been 10 years now and I think its time that the digital agencies start getting paid fairly!

Nick Parish’s article in this months Creativity is a wonderful voice for the cause and will hopefully open a lot of eyes to the unfairness that has a strangle hold on the relationship between the traditional and the digital agency.

As our economy continues to struggle and budgets are tightened I think we will see a huge shift of dollars to the internet because you simply get more bang for your buck on the web.

The ad agencies will no longer get the type of quality work they want to deliver to their clients if those budgets continue to insult.

Time and money are the only two barriers between decent work and great work. With the right amount of time and the right budget almost anything can be achieved online and in the most exciting and dynamic ways.

Everyone will look like rock stars!

I think that the digital agencies have been hazed enough and it is time to pay us fairly for what we have worked hard for. We are officially "Mad Men" now too.

If traditional agencies want to continue the relationships with the digital shops, they need to create more of a transparency within the entire campaign and allow digital teams to get in from the onset and help budget the time and those dollars correctly.

It will be only a matter of time until someone really smart at a big brand realizes they can go directly to the digital shop and will start the trend towards contacting smaller digital agencies directly and taking the entire bulk of the digital budget out of the hands of the ad agencies who are handling the offline portion of the campaign and putting that money into the hands of the people who are actually doing the work.

Brands... We have good accountants too!

It is advantageous for both the traditional and the digital to work together NOW to find a fair ground so that digital production is paid for fairly and that better work, more creative design and better deadlines can be established.

Right now the marriage is suffering and traditional and digital will want a divorce pretty soon. Divorce is not fun and everyone loses.