February 2009
The Interactive Advertising Bureau (IAB) has announced the formation of an Advertising Agency Advisory Board comprised of 12 senior executives from America’s leading creative, digital and media agencies.
The new board’s objective is to spark dialogue among agencies, publishers and marketers, and even between media agencies and creative agencies.
The IAB also intends to use the board to infuse the agency point of view more fully in its guidelines work and to drive forward the importance of premium online experiences, with audience as the first priority.
The Bureau has also signaled its intention to recapture for online campaigns the emotionally resonant and culturally significant creativity that has long characterized great advertising in other media.
2009 Ad Agency Advisory Board includes:
“This group represents a powerhouse of creative talent that will help lead the interactive industry to the next level by showing us how to harness the potential of the first truly interactive advertising medium—to engage consumers and build brands and communities in new and exciting ways,” said Randall Rothenberg, President and CEO of the IAB.
“Our interest in forming this advisory board is to enhance the partnership opportunities with agencies that will hasten and smooth the ongoing digital transformation of the full media ecosystem. And a lot of that will happen through creativity, relationships, and implementation.”
Rothenberg has been an outspoken advocate for deeper more collaborative relationships between agencies, publishers, marketers and technology. He recently wrote a “Creative Manifesto” on interactive advertising creativity where he named the four enemies of online branding and the new skill sets creative agencies today must possess to attract, engage, and influence consumers.
The complete manifesto can be viewed in its entirety at http://www.randallrothenberg.com/2009/02/heartbeats- and-mouseclicks-manifesto-on.html.
“Interactive media opens new doors for creative expression. Unlike predecessor media, we can engage people in an ongoing dialogue that creates a bond between the consumer, the advertiser and the medium that brought them together,” said Brad Brinegar, Chairman and CEO of McKinney, and Chair of the Agency Advisory Board.
“The goal of the Advertising Agency Advisory Board is to share the interactive insights and experience of the nation’s top creative agencies with the marketplace in order to maximize the interactive advertising experience for all participants.”
The group held its inaugural meeting in early February, and its creation was formally announced at the IAB’s Annual Leadership Meeting, ‘Ecosystem 2.0: Brands Battle Back,’ in Orlando, Florida.
In the coming months, the board’s intention is to help find ways to arm agencies for more success with clients and to field qualitative studies that confirm and highlight case studies of successful agency-publisher collaboration.
In conjunction with the formation of the IAB Advertising Agency Advisory Board, the IAB announced its plans to debut the ‘IAB Creative Agency Boot Camp’ next month
For more information, please go to http://www.iab.net/events_training/690217.
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