GSD&M is taking the slow road to interactivity.
About a year ago, the $210 million Austin, Texas, shop formed a 12-person task force led by President Roy Spence and Chairman Steve Gurasich. The committee is working on a white paper and is planning to hold a series of meetings to bring staffers up to speed.
The agency serves a client roster that includes Coors Brewing Co., Royal Crown Cola Co., Southwest Airlines, Wal-Mart Stores, Texas Lottery and Fannie Mae.
Tina Williamson, GSD&M senior VP-associate media director, believes smart agencies won't be bypassed in new media.
"The agencies that are ahead of the technology curve and are marketing partners with their clients won't get bypassed," she said. "If you have a good relationship with your clients, they'll turn to you for help. The agencies that will be in trouble are those that do not keep up with the technology."
GSD&M is concentrating its efforts on CD-ROM technology, Ms. Williamson said.
The agency is working with client New Zone Communications, publisher of Zone, a planned CD-ROM magazine for kids. Besides marketing support, the agency produced an interactive ad demonstration for potential investors and advertisers.
Ms. Williamson added that the agency has not actually produced interactive ads, but executives are analyzing existing creative for use on CD-ROM magazines.
The agency is also building an online bulletin board for internal and client use.
"Interactive media will be the ultimate in one-on-one marketing," Ms. Williamson said. "Our creative will have to encourage viewer participation ... and capture their imagination and attention immediately, or else viewers will click right by the ad."