Last week, it was the 15th edition of the Prix Boomerang, the competition that rewards the best interactive communications and websites designed by Québec companies.  The award night attracted over 1,000 people which took place at La Tohu, in Montreal, and Sid Lee won the Grand Prize for Adidas Originals.

Some of the projects were [...]]]>

Last week, it was the 15th edition of the Prix Boomerang, the competition that rewards the best interactive communications and websites designed by Québec companies.  The award night attracted over 1,000 people which took place at La Tohu, in Montreal, and Sid Lee won the Grand Prize for Adidas Originals.

Some of the projects were interesting and well executed, but the question remains: Why is it that some people still see interactive projects as a separate entity or field?  And who really benefits from that event?  Surely not the brands or the companies associated with those brands…

Marketers and creative agencies should have learned their lesson by now: leading brands, unless maybe if they are linked to an online-only business model, need to adopt a convergent approach mixing various medias to be really successful and to grow over time: interactive medias like web and mobile but also more traditionnal ones like print, radio, TV/video, etc.

Now that people understand the importance and relevance of the web (88% of Canadian respondents said they could not live without the Internet, or would miss it a great deal, while 70% said the same for TV), do we still need to isolate this media?

Let’s not get our dates wrong: we’re a few days away from 2010, not 2001…