David Cherry is an interactive media industry veteran with a strong track record of technical innovation and design excellence.

Born in Summit, N.J., David grew up mainly in Australia, and was educated at Melbourne University. During an extended and unfinished Law/Computer Science (combined) degree he was elected co-editor of the student newspaper, Farrago, where he introduced Macintosh® typesetting and produced what were amongst the first color separations from a desktop computer.

Building on this newspaper experience, David did a typography apprenticeship and worked at a variety of media enterprises in Australia — including DDB Needham — introducing desktop publishing to the typesetting industry and running color separations through high-end imagesetters. He also became involved in publishing an array of independent pop-culture magazines. David moved to Manhattan in 1992.

While working at J Walter Thompson's New York office, in the early days of Silicon Alley, David co-founded Blender magazine. With funding from Felix Dennis (most recently of poetry and Maxim infamy), Blender was the first digital music publication and has been honored in the permanent collection of the Smithsonian Museum and the Victoria & Albert Museum. Blender produced some of the very first interactive advertising for clients including Nike, Calvin Klein, Toyota, and Apple.

In 1996, with Jason Pearson, David formed Dennis Interactive, an interactive advertising agency. Over the next six years, clients included Mercedes Benz, Levi Strauss, Coca-Cola and Disney. The company pioneered Flash development, received many awards and was profiled in Communication Arts and on Design Interact. David became General Manager from 2000 until 2002, when he founded Cherry Interactive as an independent digital studio.

In addition to running Cherry Interactive, David has held a range of additional roles:

David's speaking engagements have ranged from “Rapid Development of Multimedia” at the 1997 Macromedia Users Conference to "Search Engine Optimization for Rich Media Websites" at a number of Pharma conferences in 2007. Over the years he has been interviewed by the New York Post, Sydney Morning Herald, The Age, Rolling Stone, and New York Digital News, as well as on film, TV, radio, and the Internet on various aspects of the “digital revolution”.

He is active on these social networks:

      

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New York Digital News | Interview

David Cherry
General Manager
Dennis Interactive


Interview: Sept. 2000

DigIn: How long can these good times last?

David Cherry: I think the transition to digital has only just begun for the vast majority of the world's companies. I believe that implies a steady stream of prospective clients for the foreseeable future.

Review: June 2001

DigIn: With the benefit of hindsight, what do you think of your remarks?

David Cherry: I stand by my assessment - the vast majority of companies have only begun to make the transition to digital. For those online, the rules are still being changed every day. However, clearly the disappointing results from the first wave of "digitizing" have impacted the urgency of the schedule for those companies not online. Many new initiatives in this space have been postponed or cancelled since December, which has impacted our business. However, I do not believe that the Internet will collapse, or disappear. I can see the lean times continuing until there's a reality (and perception) of measurable short term ROI from Internet initiatives.

DigIn: If you could change what you said back then, what would you change it to?

David Cherry: What are you, crazy? They finished 6 months ago. :). Actually, I think the long term will justify my original answer.

DigIn: Would you care to make a prediction for the next few years in the industry?

David Cherry: The consolidation and shakeout will continue until the volume of work demanded is met by the reduced production capacity in this space. At that point, those companies still surviving will see a lot of demand, and the price erosion on interactive services will reverse. I hope that turning point will be reached within 6 months, but I suspect it will be at least 2 years before we see the easy sales environment like '97-'99.

DigIn: Has your company undergone any significant changes since our previous interview?

David Cherry: Yes, [we downsized the company] from 52 people to 28 people in April this year to reduce our overhead in the face of sagging prospects and price points for services, and on that basis obtained additional funding from our owner, Felix Dennis. With these steps, I'm hopeful that we've guaranteed our survival until the shakeout slows down. In the meantime, we are concentrating on retaining our existing client base, and selling new work into offline industry verticals where we can leverage our track record and in which we see some level of continued interactive spending. We're also putting together packages and service offerings for lower price point engagements, and adding some ASP services to our offerings.