Fifteen years ago, the media landscape was vibrating with the buzz generated by a brand new type of communications service provider: the interactive agency. In the wake of the dotcom crash, however, things quickly changed and it would now seem that the integrated marketing- and IT services once offered by the interactive agency have been assimilated by and split up between the ad agency and the IT-consultancy. So, is the interactive agency thereby out for the count, or is it still a viable business? Is there still a need for it?

Tomorrow: Part 1. “The Interactive Agency: a Conduit Between Marketing and IT”