There will be blood...

...in the web/agency future.

The question is whose blood and how much?

A dialogue that may become a debate...

Chris Bernard User Experience Evangelist, Silverlight/Microsoft Corp Kevin Flatt Exe Creative Dir, Tribal DDB (Chicago); Garrick Schmitt VP, User Experience, Avenue A Razorfish Brooke Nanberg Exec Creative Dir, ip pixel Peter Eckert Chief Creative Officer, Projekt202

1. Is trouble here?...lots of people in advertising know that many of the messages we create are not authentic...the degree of trouble may be determined by where you are now. Are you nimble? You will probably be fine. Nimble probably needs to be modified to incorporate 'a bias for learning'.

2. Traditional agencies are getting savvy about new technologies. But does viewing the interwebs as 'just another media' say something about how savvy?

3. General agreement about the primacy of 'The idea", but the execution requires the heavy lifting and this reflects the culture of how things get done in an agency...and how ideas abot collaboration and control may be different in interactive.

4. Master data...in this medium you cannot be successful if you can't analyze and draw conclusions from data about behavior. Data is native to the web/net platform...a tougher task for traditional viewpoints, though some media departments would seem natural fits.

So whose blood will be spilled? Here's a list based on the discussin:

• Their will be blood from those who think it is about building a website or creating an email.
• There will be blood from those brands who attempt to force their way into social spaces uninvited.
• There will be blood from those who don't center design around the user's needs/desires.
• There will be blood from those who use outdated ideas about people's passions and behaviours that are based on notions of gender, age, and factors that fail to recognize individuality....the power of who defines you shifts to you.