Ad Agencies Are Not Interactive Agencies
We've been saying this for a long time, but traditional agencies are not really structured correctly for the online world. It's not that they CAN'T deliver strong digital solutions per se. It's just a lot more difficult for them. I'll follow up later with why I think that's true, and what I see as the opportunities for smaller, more nimble and creative interactive shops.
Silicon Alley Insider today posted an article entitled 'Ad Agencies Facing "A World Of Hurt"'.
The old way: marketers hire agencies to create mass-media campaigns. The new way: marketers want many messages targeted at individuals and communities. And they're getting antsy about traditional shops' inability to deliver. Forrester analyst Peter Kim quotes one marketing exec who calls the agencies "a necessary evil" to the process, rather than a partner. Which leaves the door wide open for new startups who can deliver...
Great point - looking forward to reading your distinctions.
Posted by: chris | February 09, 2008 at 03:03 PM