D.C. Shop Marries Advocacy to Interactive

NEW YORK A new ad agency hopes to bring the benefits of interactive media to the world of politics.

Called Next Generation, the Washington, D.C., agency said it would seek public policy groups, from nonprofits to corporate lobbyists, to run online campaigns that use new venues, such as blogs and podcasts. The agency said campaigns would heavily use broadband applications, such as streaming video and audio.

“I really understood the power of what we now call rich media,” said Richard Pollock, founder of Next Generation. “That really has been underutilized in a number of areas, particularly what I call the idea area.”

Pollack was a producer at ABC’s Good Morning America and Fox’s Fox News Sunday. He also worked in public relations at Interpublic Group’s Weber Shandwick and the Cato Institute.

In addition to advertising, Next Generation plans to offer services in investor relations, fundraising and membership services.

Politicians and advocacy groups have proven early adopters of new interactive media tactics. Politicians like former vice presidential candidate John Edwards are podcasting, and advocacy groups like MoveOn.org are creating viral animated videos as part of their lobbying. MoveOn.org recently released an animated spot tied to the Senate’s filibuster fight that portrayed Sen. Bill Frist, R-Tenn., as a Star Wars villain.