Agencies shift focus to cope with Web 2.0
Web 2.0's meteoric rise is forcing interactive agencies to adapt their structures to cope, and is opening a schism between creative and technology-led agencies.Illustrating this trend, DNA - which is owned by Avenue A/Razorfish - has appointed Paul Crabtree, former head of interface design, as its third creative director to integrate understanding of Web 2.0 with design.Chris Perry, DNA joint-MD, said, "Our clients are realising that creativity is not just about what ...
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