Over the past eight years, Ross Roy Communications, Bloomfield Hills, Mich., has gotten involved in a number of new-media projects, from interactive videos used for Chrysler Corp. dealer training to a Chrysler product information service for the Time Warner Full Service Network.
Seven months ago, the agency formed a 15-member technologies team that meets weekly to discuss and explore the marketing implications of interactive technologies.
"There is so much going on in technology, and our clients have their jobs to do," said Timothy Copacia, exec VP-director of account services and head of the technology team, adding that it's the agency's role to monitor and pursue interactive opportunities for its clients.
Ross Roy has created more than 200 interactive disc-based programs for clients to use for employee and dealer training. One disc, developed for Chrysler dealers, is a 3-hour training program that teaches dealer employees proper phone skills.
Interactive dealer and employee training materials have also been created on CD-Interactive and for satellite communications networks.
The agency is working with Bozell Worldwide to develop Chrysler's content for Time Warner's "auto mall" TV trial in Orlando.
The program will be designed like an electronic, interactive brochure, allowing consumers to request information, videos and even arrange for a test drive through the nearest dealer.