This General Manager predicts an increase in online advertising spending in 2004, which he believes makes it more important than ever to hire smart, passionate people.

Tribal DDB Worldwide has a network of 21 offices in 15 countries across the Americas, Europe and Asia, all working “to bring humanity to the Digital Age.” As General Manager of Tribal’s Los Angeles office, Johar oversees LA operations and supervises all Internet strategy and branding initiatives.

Johar’s background in Internet consulting, marketing, advertising and entertainment includes stints with such leading companies as iXL, Poppe Tyson, Bates USA, Saatchi & Saatchi and BBDO Worldwide.

Johar tells iMedia Connection that as online spending increases, the online advertising industry needs to bring in smart people who are passionate about the medium if they’re to grow...

iMedia Connection: What has been the biggest change you have experienced in the online advertising industry over the past year?

Paran Johar: The biggest change is the resurgence it’s making in the fourth quarter this year.

iMedia Connection: What is coming up in 2004? What will be the challenges, what challenges will be resolved? And what are you or your company doing in preparation?

Johar: In 2004, we will see an increase in spending for online. We still need standards for creative and best practices for direct response and branding online. Our agency is trying to standardize our processes with the industry as much as possible to make things easier for publishers.

iMedia Connection: What is the most effective component in interactive marketing and have we fully maximized its potential? If not, how can we?

Johar: Tracking. We have not maximized its potential in the least.

iMedia Connection: How have you integrated rich media into your campaigns and what kind of a response have you received from clients?

Johar: Rich media, depending on the definition, is part of almost all our marketing/media plans. Response rates to rich media are generally higher, but depend on placement and, obviously, creative.

iMedia Connection: How do you evaluate media placements?

Johar: Most of our online marketing endeavors are direct marketing in nature and are thus evaluated on a customer-acquisition cost basis.

iMedia Connection: What are you, as an agency, doing to help move traditional advertisers online?

Johar: Education and research on a client’s vertical and competitive set online.

iMedia Connection: What recent campaign really proves the effectiveness of the interactive medium?

Johar: Our campaign for the “Hulk,” which recently won awards at the Eyeblaster ceremony in New York and the London International Advertising Awards, is a good example of breaking through the online ad clutter.

iMedia Connection: What is your priority over the next year, and what will you and your company be doing about it?

Johar: Managed growth. Hire smart people who are passionate about the medium.