Wells Rich Greene BDDP last fall set up a small interactive task force, headed by Paul Schulman, general manager of its New York office.
Although the agency's media director, Mark Butitta, and other media executives are part of the task force, "it's not a media issue," Mr. Schulman said, but one of "how you communicate and how you use the technology out there. We're teaching our clients about it and helping them get into these test beds."
Mr. Schulman and other WRG executives have been attending interactive conferences to learn more and have invited speakers from some of them to address groups of the agency's account management, creative and media staffers.
"We're trying to learn as much as we can, so our clients don't spend money on these fly-by-night schemes," said David Sklaver, WRG's president. "We're trying to recognize the potential."
The agency has only completed two projects, both using online services.
During last February's Winter Olympics, WRG secured then-client IBM Corp. a sponsorship of the sports area on Dow Jones & Co.'s interactive online system, now in a small test of 30 to 50 brokers. And early this year, client ITT Sheraton Corp. was involved in a text-based online service run by Bloomberg Financial, that provided detailed information on the hotel chain's properties, facilities and rates. Mr. Schulman expects the Bloomberg system to eventually offer visual images, and hopes to offer actual layouts of Sheraton's hotels.
The agency doesn't have strong views on other new-media platforms such as interactive TV.