Sunday, August 19, 2007

Digital Railroad’s Marketplace - Client Experience

I wrote previously about Digital Railroad being the provider of the back end capabilities for the New York Times digital archive in my article on July 30th ("Reelin’ in the Big Fish”), and that trend seems to be continuing.

For nearly 60 years, DDB has been at the forefront of the advertising game, and I have had the privilege of working with them on a couple of the Milk Moustache campaign pieces, and they are also responsible for the “Hey, let’s get Mikey to try it. He’ll eat anything” cereal ads; The infamous Gorilla with Tourister luggage ads that lead to our common notion of today that airline baggage handlers are gorilla-esque; and the “Did Somebody Say McDonalds” campaign. You get the point – they’re the real deal, and, as one of the bigger ad agencies, they’re one of the many clients that peruse and license from the DRR Marketplace. Tracy Guza is a manager in their Seattle office. Tracy says, of her initial licensing from DRR “…We have been asked to use more varied and unique imagery in our direct mail and Digital Railroad is one vendor that offers an alternative to the norm…”.

Frommers, the highly regarded travel guides (which have safely guided me on assignments around the world over the years), also has hopped aboard Marketplace. One of their Senior Photo Editors, Ricard Fox, said of DRR, “ I look at thousands of photos that are used on book covers and interior photos, for over 200 books a year. Digital Railroad appealed to me for their edgy and fresh imagery… having this resource in my arsenal is a huge bonus.”

So, it seems that clients are happy and satisfied, and, more importantly, now that it's built, they are coming. While DRR is closed-lipped about how fast and how much exactly (and that's the million dollar question - literally) the answer remains to be seen.

Digital Railroad – All Aboard?
Digital Railroad’s Marketplace - Overview
Digital Railroad’s Marketplace - Getting the Word Out
Digital Railroad’s Marketplace - Client Experience
Digital Railroad’s Marketplace - Photographer Experience
Digital Railroad’s Marketplace - Summary

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3 comments:

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