4. The fusion of marketing and information technology

It is clear that the logical mechanics of IT and the emotional workings of marketing are worlds apart, and that both are suffering because of it. The left brain and the right brain simply cannot work independently. The solution to the described lack of integration and synergy between these two disciplines is to be found within the fundamental core principles of the interactive agency: the fusion of marketing and information technology.

So don’t count out the interactive agency, it’s not dead yet. In fact, you may find it is needed more than ever before.

-Jay Sojdelius