Where Digital Agencies May Fall Flat

A thought from 2007 from Adliterate.com, that is still just as relevant today:

“Of course the bad news for advertising agencies is the decline of the set piece ‘brand ad’ as the discipline gets back to the job of selling. Seeing advertising recast as the new below-the-line discipline is unlikely to be popular in Soho. 

However, the good news for advertising agencies is that few of the brand’s other business partners are capable of framing the big idea in the first place. And this remains the most serious challenge for stand-alone digital agencies in the era of the big brand idea. 

Digital may be one of the very few marketing disciplines that can cope with the enormous bandwidth of today’s ideas, but unless those agencies have the intellectual and creative firepower to conceive of the idea in the first place they will struggle to usurp the traditional advertising agency as the primary brand partner”. 

Filed by sam.brownfield on June 22nd, 2009 under Rant or Rave?


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