Where Does Interactive Live?
October 9, 2007
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Interactive adoption within agencies big and small struggle with “where interactive lives”. Some try the round peg in a square hole approach by forcing it into one of their existing departments such as media or creative. This approach may seem like it works in the beginning however the real answer is total integration. Interactive doesn’t belong in just one area of your organization it belongs in ALL areas of your organization. Interactive planning is media, is creative, is strategic… interactive does play well with other if you let it.
