Web shops add account services

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Before Craig Gugel joined Organic Online last year, he said research was done on an ad hoc basis there.

They didn't have formal research managers," said Mr. Gugel, a VP-chief research & media services officer at Organic Online, New York. "Now, it's been five months and there are three on staff and growing."A former director of media resources and research at Bates Worldwide, New York, Mr. Gugel said he thought it was only natural that an interactive agency offer everything a traditional agency does--but modified for the Web: account management, media planning, strategic planning and research capabilities.

For more on this story, go to INTERACTIVE.

Copyright March 1998, Crain Communications Inc.

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