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The creation late last month of DDB Digital out of three often fractious Web agencies did more than just put a clever new nameplate on the Omnicom Group interactive operation. It was an acknowledgement by Madison Avenue executives that the fend-for-yourself theory of incubating a Web agency business isn’t tough love, it’s fiscal suicide.
“Our feeling was that by having three separate interactive agencies … the individual ones didn’t look that strong, so we weren’t able to put as much resources [toward it] as we could,” said Ken Kaess, president of DDB Needham Worldwide’s North American operations.
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