Aitken, Lucy
June 2006
Campaign;6/23/2006, Issue 25, p27
Trade Publication
This article focuses on the growing demand for digital advertising. Many new start-ups are being launched to capitalize on the growing number of projects from agencies requesting digital solutions. To date, this has primarily translated as virals or branded content for mobile phones. Andy Morahan, the co-founder of Bikini Films, describes the latter as an aside rather than a core business-build. He says that it gives a bit more room to do more interesting stuff. Market experts believe that digital work can become profitable, but only if the industry develops new business models that put greater emphasis on the importance of intellectual property.


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