Nothing's been brought to my attention that appears to have a solid benefit to our clients, so we're laying back until we see something before we get serious about interactive." So says skeptic Stan Richards, principal at the Richards Group, Dallas.
The agency, with $280 million in billings and 260 employees, serves a wide array of local, regional and national clients, including Motel 6, Neiman Marcus, Continental Airlines, TGI Friday's Restaurants, USA Today and G. Heileman Brewing Co.
Even if the agency isn't getting serious about interactivity, some 10 projects are in the works, spearheaded by Larry Spiegel, principal and media director. Already under the agency's belt is an online promotion with NBC and TGI Friday's.
Richards is also working on interactive TV projects for Continental Airlines and is developing a CD-ROM that client Alpha Graphics can use to provide information and pricing to customers.
"All agencies have to be involved, but we've elected not to build committees and hold monthly futuristic meetings," Mr. Spiegel said.
Mr. Richards said clients haven't pushed for interactive capabilities and opportunities appear limited.
"There's a lot of experimentation going on, but it's not a factor for any of our clients," he said. "As other avenues become viable, we'll explore every one. But there's not much clients are interested in."