LOS ANGELES Publicis Seattle has chosen longtime West Coast creative Don McKinney to be vice president, director of interactive services, the agency said.
While working as a creative director at Omnicom's TBWA\Chiat\Day, Playa del Rey, Calif., McKinney, 41, launched and ran the agency's initial interactive department. Prior to that, he was a senior writer at independent WongDoody, Santa Monica, Calif.
In his new position, McKinney will focus on "everything interactive," said Bob Moore, president and executive creative director of the Seattle agency. McKinney has already taken on projects for clients including Safeco, the Washington State Lottery and T-Mobile Sidekick.
"Interactive is what we're all moving to," said McKinney. "A lot of people are kind of groping around in this space, trying to find new ways to talk." Instead relying on media monologues (one-way communication on TV or in magazines, for example), McKinney's vision encourages the development of dialogues.
"People have more choices about how they get information now, so [the] agency has more choices," he said. "Incredibly targeted media allow us to create more interesting, meaningful and measurable communications."
A direct-response piece on Tivo, McKinney said, could send viewers to a Web site, where they could post personal stories to win prizes. Other site visitors would read the stories and be inspired to submit their own. "It's consumers creating more content for advertising," he explained.
"Our approach [is] not integrated, but holistic," said Moore. Rather than crafting a one-size-fits-all campaign, advertisers should take advantage of each medium's specific strength. "We create an interactive experience that's completely outside of traditional advertising," he said.