Posted by: Burth Helm on January 22, 2008
Both creative shops make great ads, but more importantly, both agencies take full advantage of what makes the web the web. Their online work is offbeat, interactive, and goes way beyond what you can do in a 30-second spot. You can check out Goodby’s work, from a Doritos music studio with Missy Elliot to an HP site featuring arts and crafts with Gwen Stefani, here. Tribal DDB’s work includes this viral site for the Phillips Bodygroom, to a useful calendaring tool from Clorox, to a video player that shows off Phillips “ambilight” technology.
In 2008, agencies will have to go one step further. The best agencies will create work entertaining enough to pass along to friends, but cunning enough to glean information the advertiser can use to help them sell to each of those consumers farther down the road. The web lets you customize ad messages down to the individual, and collect enormous amounts of data. If these agencies don’t take advantage of that, somebody else (and not necessarily an ad agency) will.