"We do not use an agency. Typically, we go to inside resources, since interactive is customer direct. Our own company knows how to pass information to the customer better than any marketing help from the outside .... "Agencies should begin by knowing our business better and finding ways to create media or channel information from our company down to the customer directly. Feeding back customer surveys and Nielsen ratings doesn't get us very far with very busy people whose attention is dominated by many information systems."
-Les Ottolenghi, director of emerging technologies
Modem Media, Westport, Conn.
"A regular agency is strong in strategy and account management, but we needed an interactive agency that was more focused in the online arena to help propel MasterCard forward into the future."
director of interactive marketing