Have many of the traditional agencies unwittingly played an absolute blinder in the race for marketing supremacy?
Some fully embraced digital by setting up or buying departments and diving into the rapidly fragmenting space shouting "we can do intv.mobile, web, banners and search".
Most, seemingly through ignorance, belittled the space. Now that digital is fundamentally established as a channel the latter are picking the areas aligned with their core area of influence and expertise to get involved in. PR are doing digital PR, DM are doing email.
Consequently many of the more adventurous agencies are now surfacing and realising that in their quest for digital have lost sight of their core competency. Digital agencies face a tough future from increased competition but maybe not so much as the integrated ones...
Tags:digital advertising agencies giles rhys jones
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