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By Scott Hume
CHICAGO–Northlich Stolley LaWarre is taking the plunge into interactive media. The Cincinnati agency, with 1996 billings of $97 million, has formed an Interactive Marketing & New Media Group to oversee creation of interactive work.
The agency may be comparatively tardy in formally embracing the new technologies, said Carole Walters, senior vice president and media director who also heads the new six-person unit, but it was determined to move cautiously. ‘We didn’t want to build a whole business around (interactive) because it’s only one piece of what our clients need, and a small one still for many of them,’ said Walters.
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