Along with the majority of mainstream commercial broadcasters and media agencies, iTV specialists have been working hard to get the red button moved further up the campaign planning process. The hope is that creating the iTV application at the same time as the linear commercial will lead to a more complete consumer experience. This is rarely the case at the moment, with the red-button element of a through-the-line campaign often being tacked on as an after-thought.

The trouble with specialist iTV agencies is that they don't have a broad, rounded view of the campaign in its entirety. Approaching a client from the perspective of an integrated agency means that the iTV part of the campaign knows where it's coming from and knows where it's going. Without understanding the broader spectrum of the communications objectives and goals, you can't really deliver for a brand.

Digital agencies can also find themselves detached from the above-the- line creative process. But they argue that they can at least bring a level of consistency to the Internet and iTV components of a cross- media campaign.

We try to approach all of our digital work from a conceptual and creative starting point. Most of the time we apply exactly the same disciplines to creating a banner or a button as we do creating a piece of iTV.

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