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Characterizing Five Functions: The Key Players in Digital Design Agencies

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Yu-Jin KIM, Thomas LOCKWOOD and Kyung-won CHUNG


"In conjunction with the increasing impact of digital marketing activities on business success, digital design agencies have broadened their expertise or service areas from building websites to identifying new digital marketing strategies across multi-platforms. This research aims to classify the enlarged roles of the US-based digital design agencies, as well as to uncover the skills and tools utilized in undertaking those roles. In order to reach this aim, this research performed a content analysis of 366 job descriptions collected from 21 award-winning agencies and a case study of NYC-based Fantasy Interactive Inc. Through analysing these research results, five types of functional actions, skills, and tools (production, strategy, copywriting, design, and technology) were articulated, as well as how each function works were exemplified in the actual development process."


PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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