Friday, August 15, 1997

Ad Agency interactive branch names

* THE BRANDMAKERS' BRANDS . . . What's the deal with these new ad agency interactive names? First, Young & Rubicam branded out its interactive department into the new Brand Dialogue agency. Now, Saatchi and Saatchi is disbanding its interactive wing to form the new Darwin Digital. The "new" firm is being billed as a "standalone, exclusively electronic media-focused marketing" company with offices in New York and the West Coast. Heading up the Darwin effort ( are Coby O'Brien as president and CEO, and Greg Smith as director of strategic resources. So is it all about creating new brands and leading clients away from the old-line ad shops? Or is it about making interactive shops stand on their own feet and turn a respectable profit?

(Appeared originally in @The Scene in the @NY newsletter)