Kate Maddox interviewed people in tech firms who recently chose ad agencies, looking for what qualities they seek and appreciate after the account win. The biggest trend she perceived was an appreciation for technical skills that allowed complicated and time-sensitive campaigns to come off smoothly, pushing these largely business-to-business firms toward agencies that concentrated on online capabilities in one form or another. One such online agency even won the print account after showing their capabilities with an internet launch. Unlike in years past, these clients are not taking the long path of developing primary creative at a traditional agency and then propagating it through specialized shops for online work.