DABBLING WITH DIGITAL

Baggy Shorts, Disqo and Sexy Briefs were all formed to capitalize on the growing number of projects from agencies requesting digital solutions. Stephen Gash, the co-founder of Qi Commercials, and Ewan MacLeod, the co-founder of the post-production company Golden Square, believe digital agencies will...

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Bibliographic Details
Published in:Campaign 2006-06, p.27
Main Author: Aitken, Lucy
Format: Article
Language:English
Subjects:
Advertising agencies
Alliances
Budgets
Business models
Cellular telephones
Commercials
Digital broadcasting
Intellectual property
Motion picture directors & producers
Online advertising
Television advertising
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Summary:Baggy Shorts, Disqo and Sexy Briefs were all formed to capitalize on the growing number of projects from agencies requesting digital solutions. Stephen Gash, the co-founder of Qi Commercials, and Ewan MacLeod, the co-founder of the post-production company Golden Square, believe digital agencies will form the backbone of the client base of their new ventures. Logic dictates that with digital agencies growing owing to increasing demand for their expertise and, at the same time, technology becoming more sophisticated, there will be an enhanced desire for a slicker-looking end product. Steve Davies, the chief executive of the Advertising Producers Association believes digital work can become profitable, but only if the industry develops new business models that put greater emphasis on the importance of intellectual property.
ISSN:0008-2309