Start-up Web Agency Courts Policy Groups

A new agency has opened its doors in D.C. to offer online creative and media services around public policy issues. Next Generation Advertising’s head is Richard Pollock, a former EVP for Shandwick Public Affairs and producer for ABC’s “Good Morning America”.

Next Generation Advertising launches with a focus on rich media, in particular video. Executives declined to name specific clients, but said the firm’s current work includes video campaigns on environmental issues and foreign policy.

Pollock is pitching Next Generation as a way for policy organizations to employ video without the constraints of the :30 spot, or the bloated budgets of broadcast advertising. The agency’s media services include advertising on blogs via the BlogAds network. Eyeblaster provides rich media ad creation and trafficking. “The whole notion of viral campaigns, of using blogs and bloggers to talk about your issues… all of those strategies are what we want to get people to appreciate,” Pollock said.

He said the agency, which employs 10 people, would avoid working on electoral campaigns, and would not affiliate itself with a particular party or agenda. The firm’s target clients are non-profits, corporations and associations. In addition to policy work, Next Generation is developing a sideline focus on hotels and hospitality.