I'm a little knocked out by how fast [interactivity] is rolling over us," said Frank Hoag, chairman-CEO of Lintas Marketing Communications, Warren, Mich., the office that is cautiously steering Lintas onto the information superhighway.
The Interpublic Group of Cos. agency is helping General Motors Corp.'s Chevrolet division put together an online system to allow headquarters to carry on an active dialogue with its sales operations in the field. The agency also has developed a program for another undisclosed GM parts division, providing an interactive system for
3,500 engineers who might purchase its products.
Chevrolet advertises on the latest Newsweek InterActive CD-ROM, and other clients are looking into the medium.
Lintas plans to be involved in several tests, including Time Warner's interactive system in Orlando, and, separately, the agency is said to have recommended that client Lego Systems advertise on Prodigy.
Probably because of its roster of conservative package-goods accounts, Lintas isn't exactly leading Madison Avenue's charge on interactivity. Still, Donna Campanella, senior VP-direc-
tor of new media and technology, said the interactive wake-up call issued by Procter & Gamble Co. CEO Ed Artzt in May has jostled the package-goods clients who previously thought they could "sit back and let everyone else go first."
For six months, Ms. Campanella has been the agency's interactive point-person and in that time has created a blueprint interactive presentation that she said most all of the agency's clients have seen. Specific projects should come to fruition in six to nine months, she said.