Only two Interactive 100 shops saw revenue decline last year. Gage Marketing Group's interactive revenue dipped 3.4%, and BBDO Worldwide's consolidated U.S. interactive revenue fell 58%.
BBDO's decline reflected reduced revenue from online direct marketing offset by additions in online media work and creative. Last year was a period of restaging as BBDO's New York office opened i-shop @tmosphere.
Advertising Age's second annual Interactive 100 is based on U.S. marketing-related interactive revenue; it excludes money from non-marketing work, such as management consulting and Web-site development unrelated to consumer interfaces and content.
The 10 biggest shops on the Interactive 100 accounted for $1 billion -- 47% -- of the total. See how Ad Age rates those shops on Page S-8.
Biggest isn't necessarily best. Reporter Jennifer Gilbert looks at the i-strategies of great creative agencies that have chosen to integrate interactive (See Page S-34).
Turn to Page S-28, meanwhile, for a look by Contributing Editor Debra Aho Williamson at the challenge of i-shop culture. Is there a direct correlation between stock price and employee morale?
We also take on the world. Ms. Gilbert scopes the global strategies of U.S. agencies (Page S-42).
Finally, a team of reporters spotlights five growing international i-shops that need to be on your radar. Maybe you can buy one. Or perhaps they'll buy you.