Digital shops embrace cheap chic

Advertising agencies that used Flash to build deep, immersive sites with intricate animation have in some cases been embracing a low-fi, low-cost approach by tapping out-of-the-box Web software and free tools and platforms. The trend signifies a shift in strategy from the wowing of consumers with an experience driven by tech wizardry to the weaving of brands into the fabric of the Web and an emphasis on content. This means putting a premium on sharing, flexibility and speed.