Three clients-U S West, Texaco Corp. and Andersen Corp.-are steering Campbell Mithun Esty onto the shoulder of the info superhighway.
Mark McLaughlin, exec VP-media director at CME's New York office, said U S West selected the agency's Minneapolis headquarters specifically to help the communications company prepare for burgeoning interactive media applications.
The Saatchi & Saatchi Co. unit is also talking to U S West and Tele-Communications Inc. about "testable propositions for 1995 that we would potentially bring to Texaco," the most interactively oriented client in the agency's New York office, Mr. McLaughlin said.
"Next year ... will be the first time we'll see things we want to recommend to clients," he said.
The agency primarily is encouraging clients to look at online opportunities. Response-driven Andersen, marketer of windows, was an early Prodigy advertiser.
"There's more hype than truth in the interactive highway," said CME New York President George Guimaraes.
CME hasn't formalized an interactive task force, but Mr. McLaughlin is responsible for agency education in New York; in Minneapolis, Earl Herzog, exec VP-media director, is leading the effort.