Industry Snippets: Digital Agencies, Neuromarketing

Digital agencies are not only being invited to pitch brands as agencies of record — increasingly, they’re winning. And at least one top digital-agency executive said he thinks the movement toward digital agency as full agency of record has yet to take hold. “It’s way too early to call it a trend,” said Clark Kokich, CEO of Razorfish. “But you are seeing certain select opportunities where it’s becoming a real alternative for clients.” According to him, the move toward becoming a full agency of record is not an explicit strategy for the agency but an opportunity that can’t be ignored. Razorfish does not have any full agency-of-record relationships but has poached a creative director and a planner from the likes of McCann Worldgroup and SS&K.

This Is Your Brain On Advertising
Madison Avenue is increasingly turning to neuroscience to refine the art of crafting successful ad campaigns. The Nielsen Co. jumped into the field earlier this year by investing in Berkeley, Calif.-based research firm NeuroFocus, which applies neuroscience to advertising research. Now Google is applying “neuromarketing” to video advertising. In a study released Thursday, Google and MediaVest used NeuroFocus findings to show that overlay ads appearing in YouTube videos grab consumers’ attention and boost brand awareness.

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