When even the most stodgy professional-side marketers are finally chanting online and interactive mantras, Digitas Health isn't basking in hard-earned digital laurels; it is expanding its traditional marketing capabilities. They do as much television work as they do Twitter work, allows Michael du Toit, EVP, marketing. And they're as respected by their clients for their traditional advertising skills as they are for their digital skills. For them, that's a major expansion as a lead agency. Digitas Health's relationship with AstraZeneca has been a successful one, in that the latter has rewarded the former with new responsibilities, while maintaining a forward-leaning philosophy on new media adventures. As clients become more conscious of general economic pressures they start looking at efficiency plays, says du Toit.
Digitas Health Ben Comer Medical Marketing and Media; Jul 2009; 44, 7; Docstoc pg. 68 Reproduced with permission of the copyright owner. Furt
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