The fight for the perfect digital agency
Recently Sir Martin Sorrell was quoted as saying that he will grow the digital elements of WPP organically as opposed to acquisition. As traditional agencies are starting to realise that the once laughed at “New Media” is coming back to bite them on the bum with many desperately trying to hire anyone who knows what a pixel is, should digital specialists be concerned for their future? Anyone who has solid experience in digital will tell you that this is unlike any other media. The creative and tecnoloigical parameters are so vast, that the art of planning and scoping every piece of work to future-proof against any potential issues only comes with solid experience. Although many traditional agencies have great experience in delivering fantastic campaigns, delivering digital campaigns requires a different skill set. With a wealth of experience behind some of the best digital agencies, the emphasis shouldn’t neccessarily be on who can now deliver digital solutions, the emphasis should be on who can deliver the best ideas of which many digital agencies are now starting to build a great portfolio.
