“Interactive marketing spending in the US will more than triple over the next five years, reaching $61 billion by 2012” - Forrester Research, Inc
“Interactive marketing, which currently comprises 8 percent of all ad spending, will grow to 18 percent of total ad budgets in five years.” - Forrester Research, Inc
“As firms continue to make customer centricity a higher priority, they will recognize that maintaining separate marketing teams to manage different sets of channels that all target the same customers makes no sense” - Gardiner Report
These excerpts highlight two very obvious trends in the advertising industry, companies are spending more of their advertising budgets in interactive media, and they expect this spending to be integrated into their larger branding and traditional media campaigns. If your idea of integration stops at displaying links to your website in a tv commercial or maintaining a consistent color palette between print and interactive media, you're likely to find your firm falling short of your client's expectations.
Ciphent recognizes the challenge that ad agencies that have focused on traditional media face in light of this demand. These agencies often lack the expertise, resources and focus on technology required to satisfy their client's demand for integrated, consistent branding which leverages all the advantages of interactive media. Ciphent can fill these gaps.
Ciphent aims to partner with the worlds best creative firms, large and small. Ciphent focuses on technical aspects of interactive marketing, allowing our Partners to focus on creative designs which are integrated into larger branding initiatives they define. In so doing, we empower our partners to pursue work they wouldn’t otherwise have the ability to go after.