First, this isn't about telecommuting, because we still have offices that people will come to regularly when they need to brainstorm together, meet with clients, or do research in the library.
It's hard to build a brand, competitively, and tell people what you do as well.
Research we've done seems to indicate that people who are on the Net like the idea that they don't have to leave what they are reading to go buy something.
The team architecture means setting up an organization that helps people produce that great work in teams.
You come to work because the office is a resource: The office is a place where you can meet with other people, and the office has libraries of books and information on CD-ROM that might help you with your work.
Second, we're spending a huge amount of money on technology so that everyone can check out laptops and portable phones. We're spending more money to write our existing information into databases or onto CD-ROM.
One is that that's the way we started and we thought there would be more value and less confusion if the business model was just based on delivering news that's of value to Web sites.
We don't have titles on our business cards. No one really gets any special treatment. No one gets a corner office to put pictures of their family and their dog in.
If you really think about it, when watching television, you have product placement all the time.
We set up a beta site, a test site, with movie, music and book reviews. If you're reading them and you want to buy a book or a ticket for a movie that's reviewed on the site, you can do that without leaving our site.
Advertising ought to work by telling you what it is you want to tell, you should understand what you want us to do, what you want us to think, where you want us to shop.
The intellectual architecture means focusing on doing great work instead of focusing on agency politics.
Transferring successfully to the next generation means producing work that's as good as or better than the work of the first generation that founded the agency.
Our technology is very scalable. Our software can accommodate enormous numbers of clients. It's a marvelous opportunity. We'll keep developing products.
But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.