interact regularly with the functionality itself. The upshot? We
must make complex digital marketing concepts stand on their
own and—more important—help
executives understand exactly
how our solutions will address
their brand objectives.
July + August 2008
A New Way to Sell New Ideas
In the Web 1.0 days, static
jpegs were the standard “design
language” used to describe
an online experience. To fully
understand a proposed design,
the audience had to be aware of
common cues and formats—like
knowing that underlined text
would take the user to another
page—but this was never really
a problem with the people we
were presenting to, typically
technology directors, webmas-ters, and CIOs. Even so, much
was left to the imagination—and
to the storytelling ability of the
person presenting the imagery.
Now not only are we presenting to an executive audience
that’s often less versed in technical concepts and cues, but the
ideas themselves are also much
more sophisticated. Our clients
want real innovation and new,
different ways to connect with
their customers. To meet their
needs, we develop concepts that
engage and involve consumers
over a span of time to create
a more valuable and relevant
bidirectional interaction. We
build custom software applications that our clients can offer
to customers, providing useful
functionality within a branded
environment. We create online
games that provide a different
experience every time they are
played. We build digital resources that will be used differently
by each consumer. We can no