Tuesday, August 12, 2008

Good Piece in Ad Age About Digital Production

Creatives and Producers Grapple With a New Era of Production

What's coming? Is there a new production thing on the horizon? "Yes, of course! As the definition of interactive marketing gets bigger, there will be a lot more specialists. There are already some excellent interactive production companies that only do installations or mobile or 3-D, or games. And there are some giant ones doing massive productions of banners. I think it will fragment and actually make it much easier for agencies to go back to being brand agents, and there will be a wealth of specialists to make it easier to get good work done." -- Benjamin Palmer, president-CEO, The Barbarian Group

That is why we formed The Basement - higher level of specialization yields higher quality of work, which ultimately yields greater results for the objective of the production.

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