In one of the examples cited in the article (see image above), Delta Airlines wanted to launch a new campaign timed for its emergence from bankruptcy. The company decided to use SS&K, a traditional advertising agency, to handle the TV and print ads, as well as Publicis Modem, its digital marketing agency. Publicis Modem executed the Internet components of the campaign, including the design of the banner ads, the development of the email campaign, created a social networking site, chose paid-search terms, and worked with a number of Internet advertising networks and ad-serving companies to make sure that the ads appeared on the right sites at the right time.
There was one quote that really stuck out, though. According to Ajaz Ahmed, the chairman and co-founder of independent digital marketing agency AKQA, “The agency of the future will be half a software company and half an entertainment company because that’s the new landscape.“
[image: Wall Street Journal]