Apr
6
Razorfish into TV – Expanding Beyond “Digital”
Filed Under Advertising, Digital Signage, Mobile, digital ooh
In a marked departure from their “traditional” business of non-traditional (aka Digital), Razorfish has jumped into traditional advertising by doing their first TV Spot during the “Celebrity Apprentice” for All-Laundry.com.
The AdWeek post can be found here
The work is more evidence that the lines between digital and traditional shops are blurring. Just as traditional agencies are expanding their digital capabilities, interactive shops that until a few years ago mostly built Web sites and banners are muscling into turf that was formerly the preserve of general agencies. Digital video is a key battleground. Traditional shops have laid claim to it as their preserve while digital specialists like AKQA, R/GA and Razorfish create much of it themselves.
This is a follow up post to my spot on DOOH finding another home in the Digital agencies because they don’t look at it in such silos and are proving to the market that they look at things (campaigns and media purchases) in a much more holistic manner than many of the traditional shops have been doing with the emergence of all of the new-fangled channels” that we’re all forced to deal with.
In further evidence of this starting to affect traditional shops, I’m sure many have seen JWT closed their Chicago office. The could never adapt after losing their key clients. Those who can’t adapt to the new realities of the media business are suffering.
As I mentioned, DOOH may be just as attractive given its IP connected nature and ability to tap into social and mobile programs already on the go inside the Digital agency walls
UPDATEW: Ouch! Apparently AdRants didn’t like this little approach
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