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