More and more, as traditional agencies become responsible for their clients' interactive media, rules from the old world will have to apply. This isn't to suggest that everything that is old becomes new again, but it means that if it ain't broke, don't fix it. Advertising as an industry is famous for reinventing the wheel every two years because it not only forgets what it did before, but it also forgets whether what it did before worked. The interactive space cannot tolerate those kinds of inefficiencies. So let's not create them.
Sequential liability can work for both sides.
Jim Meskauskas is the Chief Internet Strategist at Mediasmith Inc. , an integrated interactive media agency with offices in the San Francisco Bay area and New York City. Mediasmith's clients include BabyCenter, CBS MarketWatch, Eidos Interactive, LuckySurf, Western Union, and WebMiles. Voice your opinion. The problem is getting to it. In fact, she has readers around the world.