I was just reading the most recent blog post on David Wigg’s blog “Hitch” (which I just added to our blogroll) on ad agency innovator Copacino & Fujikado, a Seattle-area ad agency.

David interviewed agency principal Jim Copacino, and one of his quotes was brilliant:

“The Burger King ‘Subservient Chicken’ phenomenon opened my eyes to the possibility and power of interactive digital communications. For me, it snapped everything into focus—technology, community, experience, engagement. The fact that it was a brilliant digital interpretation of the 30-year-old ‘Have It Your Way’ positioning vividly illustrated the difference between 20^th and 21^st century communications.”

As an agency that is always working with offline, traditional “lead” agencies that usually drive the positioning for our clients’ brands, we have consistently struggled to get those partners to understand how to interpret the brand positioning digitally – how to interpret and express the brand positioning leveraging technology, community, and experience with the goal of achieving that elusive goal of engagement.

Jim Copacino has simply and elegantly articulated the challenge and opportunity of digital communications, something that is organic to digital agencies, but unfortunately still very foreign to most traditional agencies.

The “difference between 20^th and 21^st century communications” – sage!

Jose Villa

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