Digiday is running a series of video interviews with agency leaders on how to build the modern agency. The series is made possible through the sponsorship of Videology, a video advertising platform.
Kenny Tomlin doesn’t have the typical pedigree of an agency CEO. He led a software development company in the 1990s, then spent four years working for Wal-Mart. Rockfish was founded in 2006 as a cross between a software-development firm focused on usability and an agency.
At a time when many agencies are exploring new business models, Rockfish was begun with the structure that it would both work for clients and develop its own technology. That’s borne fruit in the form of digital-couponing platform CouponFactory, social-media monitoring tool TidyTweet and a half dozen other products. WPP Group bought Rockfish in August 2011.
“It was a part of our DNA from day one,” Tomlin said. “It’s more of a challenge for an agency with a long history to say suddenly, ‘Hey, we’re going to build products,’ and people to believe them. You have to have some history of showing that’s part of your culture.”
See the full interview with Tomlin below. Follow him on Twitter at @kennytomlin.
More in Marketing
TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.
‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices
While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.
After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.
Ad position: web_bfu