Industry's biggest challenge is finding qualified talent.

Paul Gunning is the vice president, general manager of Tribal DDB, Chicago where he sets strategic direction for the office, drives revenue growth, increases efficiencies and represents Tribal in the digital market place. Gunning also served as the director of business development for Siren Technologies and worked at Frankel & Co. serving new business and account service roles for clients such as Kodak and Microsoft. Gunning was previously interviewed in November 2002.

iMediaConnection: What's your biggest frustration these days?

Gunning: Finding quality, driven talent to embrace our continuous growth.

iMediaConnection: What's easier this year than last?

Gunning: Easier, no. But growth is good.

iMediaConnection: What’s one of the most successful branding campaigns your company has executed recently, and what made it successful?

Gunning: We launched Gatorade’s Cool Blue Product line. The creative was highly-arresting and the overall marketing program was very integrated. Our core consumer was surrounded by seamless Cool Blue messaging and interactivity.

iMediaConnection: Can your company point to evidence that suggests online advertising and marketing are contributing positively to branding metrics?

Gunning: We use a variety of techniques to garner insight into this question, and we can say with certainty that online advertising and marketing are contributing positively to branding metrics.

iMediaConnection: What’s one of the most successful direct response campaigns your company has executed recently, and what made it successful?

Gunning: A recent campaign involved selling high-end consumer spas using email. The ROI was beyond even our most aggressive predictions.

iMediaConnection: Have any of your clients successfully utilized any emerging technologies, such as IM, wireless, iTV, etc.?

Gunning: Several of our clients have utilized these platforms over multiple programs. The fact that they decided to repeat these efforts with us shows we delivered a justified return.

iMediaConnection: Are you working with search and local search for your clients? Why? And how's it going?

Gunning: Tremendously. The ROI model is clear, immediate and positive.

iMediaConnection: What are you telling your clients about rich media?

Gunning: When it makes sense, it delivers astounding results.

iMediaConnection: What can't the Internet do, as much as we wish it could?

Gunning: Pull strongly at the myriad of consumer emotions.

iMediaConnection: How is the agency-seller relationship these days? How could it be better?

Gunning: Strong. We are in this together and for the long haul. Improvement is always our goal, but we have wonderful relationships with our partners.

iMediaConnection: Are you having issues with terms and conditions?

Gunning: None that are insurmountable.

iMediaConnection: Are you working with your clients' non-interactive agencies? How are you perceived -- as a partner or still as an oddity?

Gunning: 100 percent. We have moved from inclusion, which could characterize 2003, to leadership in 2004, as many of the offline agencies look to our space as the breakthrough vehicle of choice.

iMediaConnection: What's the one thing you wish clients would understand?

Gunning: We are change agents, on their behalf, so that their brands will continue to achieve success in a rapidly changing world.

iMediaConnection: What's the one thing you wish publishers would understand?

Gunning: If I had more time for a particular request, I would extend them that courtesy unasked.

iMediaConnection: What remains the industry’s biggest stumbling block?

Gunning: The easy answer is standards, but I will add finding qualified talent.

iMediaConnection: What are you reading these days?

Gunning: Email.