Adlinks: Netting the Brand

Internet businesses are turning to mainline advertising agencies, because they want to forge a distinctive brand identity, pre-empt the Web, and drive traffic to their sites.

Netting the Brand:  Ad Agencies can and should play a crucial role

Edward H. Meyer

In this inaugural Internet column for Agency, I vowed I wouldn't recite Internet commerce statistics (we know them), mention convergence (who knows when or how), the global digital revolution, the omni-market the Internet is creating, or one-to-one marketing.

But I do want to discuss the 'dot com-ing' of America. I'm referring, of course, to the current explosion of Internet brand creation that could, if we do it right, unleash the next golden era of advertising.

Many predictions have been made about...

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