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Excellent interview about how Razorfish and R/GA are leading the new generation of agencies who understand that they must move from just creative and media development to product development.
“The question we’re hearing is, how can digital help me change my business?” said Bob Lord, Razorfish’s CEO. The digital environment is changing too fast for companies to understand how to engage with their customers. As a result, traditional agencies need to focus their efforts on becoming experts in how to help companies engage in the digital medium, and create products, not just the creative, for their customers.
The agencies who will be successful in owning the digital environment will be the ones who can create the ideas, but also make those ideas happen.
Check out the full article in Adweek.
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Sarah Doody is a leading information architect and digital strategist who specializes in product and brand development. She is known for her intimate understanding of culture, communication, and technology and their collective influencing power on society.
Sarah created Personal Metrics, an exploration of how we can change our lifestyles through measuring our behavior.
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