IAB Targets Online Marketing's 'Creative Crisis'

3 Minute Ad Age: Feb. 27, 2009

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NEW YORK (AdAge.com) -- It's long been a frustration as well a revenue limitation for ad agencies that digital marketing is so dominated by direct sales pitches rather than broad-based brand-building strategies. The Interactive Advertising Bureau is now making that issue a major action priority. At its annual conference in Orlando, Fla., this week, CEO Randall Rothenberg called on marketers to fundamentally rethink their approach. At the same time, the IAB is launching a new advisory board and an online-creativity boot camp to show them exactly how it's done.

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