Connecting the Dots / An Agency Blog

Over at i [love] marketing, Ana Andjelic makes some valid and interesting points on the comparison of digital and traditional agencies in her post titled Why Digital Agencies Aren’t Ready to Lead. It’s an interesting issue to consider. With integration and convergence now more or less a no-brainer, you really can’t have a campaign span both traditional and non-traditional channels without providing a consistent experience (can you?).

Ana defines digital agencies as “focusing on experimentation”, spinning their wheels trying to out-create competing agencies by making bigger and more complex digital experiences, while traditional shops “thrive on exploitation”, leveraging their bag of marketing tricks. This equates to more of a typical business model – make it once and sell it over and over again. It’s true, digital shops are terrible at this.

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Social media is unavoidable for anyone with a desk job and a finger (at least a little bit) on the pulse of things. Let’s face it, for those of us connected, sooner or later you’re going to get the distraction and head over to Facebook. For some employers, time equates 100% to money and every minute wasted is a dollar lost – an unfortunate but realistic factor of capitalism. But for many on the employee side, powering through the day can be a challenge when the social sphere is only a click away.

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Engine has always been Gastown based. Some of us have only ever worked in this neighborhood, myself included. Some of us live and work in Gastown. It’s a second home for some, and an only home for others. And so when we decided to create Engine, Gastown was not just an obvious choice, it was really the only area to consider.

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“Engage young people where they are hanging out – and that’s online.” That was the mandate from Vancouver’s Wasserman + Partners when they engaged Engine Digital for this year’s WorkSafe BC’s Raise Your Hand campaign. For the three years that we have worked with this brand, the strategy has been to educate young people about the importance of work place safety and the rights that safeguard them. In order to get people excited and involved with the Raise Your Hand message, we had to swap the negative undertones of a safety campaign into a movement backboned on positivity.
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