G2 direct and digital

I have selected a few quotes from this story (at the excellent B2Bonline) I just read about Grey Direct deciding to rebrand as G2 direct and digital.

The BIG PICTURE is getting clearer I hope…

“Ogilvy did that a long time ago with Ogilvy Direct becoming OgilvyOne, combining direct and interactive,” Andrew Frank, research director at Gartner.

“There’s still a debate going on whether Internet and online media is an evolutionary change, or a revolutionary change that will disrupt a lot of the traditional agency business,” Frank said. “A name change doesn’t necessarily begin to address that question.

“The real story behind the story is the convergence of sales and advertising on the internet,” he said.

He added the Internet is a medium that is transactional and has branding power.

Those two worlds within agencies need to come together, he said.

“The agencies need to figure out a way of organizing themselves that does not create silos around the type of medium,” Frank said. They need to figure out new ways to divide up the market. Media is no longer a good way to create divisional structures.”

Thankyou Frank and of course it’s disruptive.

The internet is disrupting and disintermediating just about everything we can think of from the real world.

Bring it on 🙂

In the article: Joe Celia, chairman-CEO of G2 Worldwide, said the companies under the G2 brand are all dedicated to what he calls “activation marketing.”

“Every communication solution that we deliver is designed to create some level of action or interaction with the consumer,” Celia said, in a statement.

My comment: hey Joe, start with your own website. It sucks as a transactional medium (it might be great for branding – no comment – not my area of expertise) and you could do with some link building and seo too by the way.

Get real. No doubt Grey (G2) are great at some stuff but pretending they “get it” with a slick rebrand will not cut it with people who understand how the internet works. But hei-ho it’s a move in the right direction I guess 🙂

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