Start-up Web Agency Courts Policy Groups

A new agency has launched in D.C. to offer online creative and media services around public policy issues.

A new agency has opened its doors in D.C. to offer online creative and media services around public policy issues. Next Generation Advertising’s head is Richard Pollock, a former EVP for Shandwick Public Affairs and producer for ABC’s “Good Morning America”.

Next Generation Advertising launches with a focus on rich media, in particular video. Executives declined to name specific clients, but said the firm’s current work includes video campaigns on environmental issues and foreign policy.

Pollock is pitching Next Generation as a way for policy organizations to employ video without the constraints of the :30 spot, or the bloated budgets of broadcast advertising. The agency’s media services include advertising on blogs via the BlogAds network. Eyeblaster provides rich media ad creation and trafficking. “The whole notion of viral campaigns, of using blogs and bloggers to talk about your issues… all of those strategies are what we want to get people to appreciate,” Pollock said.

He said the agency, which employs 10 people, would avoid working on electoral campaigns, and would not affiliate itself with a particular party or agenda. The firm’s target clients are non-profits, corporations and associations. In addition to policy work, Next Generation is developing a sideline focus on hotels and hospitality.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource