Traditional to Interactive
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- thedesignloft
Anyone know some good resources to help a traditional agency shift their thinking towards interactive. I've been brought in to "head up" the interactive and it's like trying to put a round peg in a square hole. Any books, links, revelations...anything to influence.
- ********0
start making web sites...Don't think of web sites as online print pieces...Make a list of things that you can do only with an interactive project...Check out other interactive agencies...Looking at interactive work every day will keep you in the loop for what the industry is currently doing...hope that helps!
- robotron3k0
I would suggest a big chain and a team of horses to help change the way they think.
- thedesignloft0
Thanks wendog. I come from an interactive agency - have been working in interctive for quite some time. Just trying to figure out how to transition a traditional agency that says they want to be interactive yet approach every project like it's going to run in a magazine. They get so hung up on the things that don't matter for interactive. Follow?
- ********0
Well, tell the, "Im the one with the interactive experience...Let me handle it." Then let your fountain of experience flow forth
- robotron3k0
Make sure and give up all your knowledge to the over paid creative managers, account team and VPs. Then they can use all that you taught them to bring in millions of dollars of business and make crazy promises to the client that you will later have to fulfill.
By the time bonuses come around, they will be able to buy a second house and right before meetings start they can tell you all about their helicopter ski lift vacation they went on in Italy. Think of what you're doing as benefiting the agency and those around you and not so much yourself.
- yeah, that's where the money is at. unless you plan on become like Lee Clow, David Droga, and such.tkmeister
- thedesignloft0
Hear hear - Makes you wonder why more of us aren't freelancing eh! I guess I lack the hot body to sell to high paid men that throw money at me because they want something they'll never get...plus I'm a dude and I'm not into other dudes. I just want to do kick ass interactive work and that doesn't translate to banner ads and "e-zines"...what the HELL is an e-zine (I know what it is..just so '96)
- Well it may be easier to convince your peers interactive is just part of the solution. And, each discipline must be executed well in order for any of it to really work.jmm
- jmm0
Well it may be easier to convince your peers interactive is just part of the solution, and may sometimes be the solution just like any other medium. And, each discipline must be executed well in order for any of it to really work.
- utopian0
First off hire an experienced interactive creative director that could help your studio build a vision and interactive team around him or her. Also be sure to hire a sales rep or account manager that understands interactive projects. You are certainly going to have to make a financial & emotional stake in this new venture. Anything short of creating a new interactive team will most certainly lead to failure. I know way too many design studios who went belly-up thinking they transform their business, design skills and designers into an interactive hybrid design studio.
PS - DO NOT have your print and advertsing creative team become web monkeys overnight. It takes years for traditionally trained print designers to get a strong grasp for interactive design and most never become good at, hate it, or quit!. Best of luck thedesignloft.
- thedesignloft0
Utopian - I am the experienced Interactive ACD. There is an agency CD that is the ECD for all intents and purposes. They also have some random position of "Director of Interactive" and this is NOT the Tech Director. My problem lies in that I am becoming an overpaid production monkey - wear several hats, etc. But they don't seem willing to build an interactive business and go through the steps needed. At this point the interactive work is just seepage from the traditional clients. I'd like to bring in a dedicated interactive sales and account team but just need to figure out how to do it as a process. I know interactive business. What I don't know is how to take a 20 year old traditional agency into the interactive space without being able to start at ground zero and educate the people that are "trying" to change and understand. Like someone above said, I don't want to change these people. I want traditional to stay traditional and have the ability to bring in experts for the interactive side.
- tkmeister0
maybe an event like this will wake them up.
http://online.wsj.com/public/art…
- thedesignloft0
Great article - thanks for that.
- madirish0
awesome article tk. i was seriously in need of a source like that at the moment.
- Llyod0
simple...get rid of your print designers and replace them
- ********0
"I know interactive business. What I don't know is how to take a 20 year old traditional agency into the interactive space without being able to start at ground zero and educate the people that are "trying" to change and understand."
- Looks like its your job to figure that out!
- and, you may have to go to ground zero - once a print designer, always a print designer********
- and, you may have to go to ground zero - once a print designer, always a print designer
- thedesignloft0
Thanks wendog! That solves everything!
- ********0
i was jk - GL with everything - seriously
