Claire Beale has a look at the Willott Kingston Smith Agency Performance report to uncover some of the hidden, interesting stories.
You might think all the action is if you believe everyone else's hot air, gross income was higher than any other sector but margins are still lower than for any other discipline:a disappointing 8.7 per cent.
Given the youth of the agencies, without all the lard carried by more traditional agencies, you'd expect digital shops to be leaner and meaner and more efficient.
Clearly the general lack of ingrained management expertise across the sector means that the businesses are not being run at their optimum to take advantage of the current (and surely finite) opportunities to steal a march on traditional agencies.
The point she misses is that digital is harder and more labour intensive to develop. Most traditional guys can produce creative assets in their sleep, I used to. Digital doesn't work like that.
Tags: claire beale Willott Kingston Smith Agency Performance Giles Rhys Jones