24 April 2008

Brand interactions are the future

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David Armano
David Armano writes in Advertising Age about “micro-interactions”, the many everyday exchanges that we have with a product, brand and service that define how we feel about a product, brand or service at a gut emotional level, how information architects and experience designers can help companies design these, and what that means for the advertising industry.

Back to interaction designers. Here’s a concept worth thinking about: many of them don’t want to work for your ad agency. How do I know this? Because I talk to them daily. The most common response I get is, “Why would I want to work on a constant stream of microsites and promotions?” Interaction designers thrive on long-term project engagements. They yearn to sink their teeth into complex problems, wrapping their heads around how they can help solve them.

An agency environment that churns out digital program after program is less appealing — especially when there are opportunities to go work with a start-up, a non-agency or even, perhaps, the future Googles of the world. In an industry built off of the copywriter-art director dynamic duo, it’s time to think about talent in terms of “Renaissance people.” Many interaction designers fit this bill.

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