Published on .

2004 Rating: 3 stars

The essence: Digitas, one of the largest interactive agencies in the world with revenue of $209 million, enhanced its position by acquiring digital design agency Modem Media in October in a $200 million stock swap.

Net growth: All told the agency had five wins. Digitas was named relationship-marketing agency for Pfizer's Viagra. It also is leading a Pfizer direct-to-consumer communications initiative. But AT&T reduced its marketing spending in July because of its wireless merger with Cingular Wireless. The agency doesn't break out billings, but fee revenue grew 16%.

management: Laura Lang was promoted from president of the New York and Chicago offices to president of Digitas, and Mark Beeching took on global duties when he was promoted to global executive creative director.

Creative quality and effectiveness: Among the most interesting efforts to come from Digitas was American Express Co.'s AmEx Blue campaign, which partnered the financial institution with Microsoft Corp.'s MSN and Sony Pictures Television's "Wheel of Fortune," integrating AmEx into the syndicated game show for one week. Its online efforts were also strong. For instance, an online Saab e-booklet used video and a number of interactive demos to bring alive Saab's 9-2X model. And Delta Air Lines' Delta Song promoted a "Boston Escape" promotion that drove 35,000 customers to the Boston Song Escape store, increased ticket sales by 1.3%, increased enrollment in the Song program by 9.4% and drove enrollment by e-mail of 1,300 consumers.

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