Agencies Play Catch Up To Gain Share Of Search

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When AKQA built a brand Web site for a Visa Signature campaign that launched this month, its media plan included a first for the account: a search component. It will buy keywords related to the checklist of “signature” life moments on the site, like “take a steamboat ride down the Mississippi.”

The campaign is the first instance of AKQA adding search to its Visa assignment, which includes site building and online media. It’s predicted that more AKQA clients will add search to their assignments, said Scott Symonds, executive media director of AKQA, who came from Agency.com

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