United Future Is Online at WongDoody

SAN FRANCISCO Independent WongDoody has launched an interactive design and technology division, United Future, the agency said today.

The department was formed in January but released its first work in the past few weeks, an agency representative said.

The 12-member United Future team works at the agency’s Los Angeles office. Some of the first collaborations between WongDoody and its interactive arm include projects for Autodesk, T-Mobile and a viral marketing campaign for RealNetworks. The two entities also created an online campaign for Alpine Electronics and relaunched the shop’s Web site, wongdoody.com, two weeks ago.

Scott Holmes, United Future’s managing partner, has 15 years of marketing experience and is a former vice president at interactive agency Zentropy Partners.

“Our objective is to unite marketing and technology by embracing the new models of advertising,” Holmes, 40, said.

Ben Wiener, CEO of WongDoody, said the agency considered buying an existing interactive company but ultimately created its own unit.

“We came close to making acquisitions, but we were not going to go out and gobble up another company because our culture and values are so important,” Wiener said.

He said he believes his agency is more competitive now because it is as well versed in interactive, public relations and design as it is in creative and making television ads.

“The advertising landscape is changing, and the agency of the future may never make ads at all,” Wiener said.