what is an interactive agency?

after addressing current tech news, buzzwords and strategy in the industry, i had neglected to identify and clarify to my audience, what an interactive agency is. FGI is an interactive agency, a buzzword itself, but something that has gained substantial ground in the past five years. (take a look at a previous blog entry about avenue a | razorfish being acquired by microsoft .) the industry is growing and companies are turning to interactive agencies for results online.

simply put, an interactive agency is similar to a traditional ad agency, but with a sole focus of providing digital solutions. digital or "interactive" services include website design, online marketing, advertising, rich media, social networking and even desktop services. if you "interact" with the product, it most likely qualifies it as a service for an interactive agency.

wikipedia suggests this definition. "an interactive agency may differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing or e-business or e-commerce consulting. today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space."

i believe wikipedia's definition is spot-on, but it is an evolving industry with services expanding and audiences increasing. however, the increase in user controlled sites and the necessity for interactivity with those sites could push interactive agencies in a different direction.