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Foote, Cone & Belding Communications may have been among the first agencies to explore interactive media, forming an Electronic Media Task Force in 1990. But it has done little more than explore so far.

Led by Lynn Bolger, FCB's associate director of corporate media research, the 45-member task force is reviewing results from focus group interviews with consumers about their awareness of interactive issues.

"Our interactive discussion is not limited to the committee," said Ms. Bolger. "We encourage people in every department to evaluate opportunities for every client."

Although FCB said it has several interactive projects, including kiosks and CD-ROMs, in the works for clients, the only documented one is a four-year partnership between Prodigy and Mazda Motor of America.

The auto marketer appears to be one of FCB's most innovative clients: The agency is considering developing interactive Mazda ads for Time Warner's Full Service Network in Orlando, said Jim Helberg, senior VP-media director in FCB's Orange County, Calif., office.

FCB last year formed a partnership with IT Network, Dallas, an interactive TV company that sends still pictures with sound and text to TV screens. However, the agency still hasn't connected any client to IT, said Ellen Oppenheim, senior VP-media director.

FCB/Leber Katz Partners, New York, just last month shifted former FCB Direct President Jon Adams to chief strategic development officer at the main agency. Nothing is percolating yet, but in his new post Mr. Adams is charged with looking into interactive developments for the office, which handles AT&T, Avon Products, Jamaica Tourist Board and FILA.

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