I have penned (rather, copied and pasted) a few lines on this topic before … now I notice yet another article about whether Digital shops are ready to take lead agency /AoR positions for clients. This time AdWeek‘s Brian Morrissey chips in, saying that “Web Shops Go From Underdogs to Top Dogs”.
“While digital shops have fared better than their traditional counterparts in recent years, a hot-button question points to their still-debated status: Can these agencies move beyond their primary role of tech jockeys to become leaders of brand strategy? R/GA has attacked this question head on by winning lead agency assignments from Ameriprise Financial as its lead shop. Such assignments are still the exception to the rule. Yet the general expectation is that the number of these jobs will increase, particularly as digital initiatives become core not only as marketing channels, but as internal drivers of innovation.”
Well, a couple of things…
1. Does it make sense these days to differentiate digital and traditional shops (except by heritage)?
2. The brain drain from formerly-traditional agencies to formerly-internet-advertising agencies means that most of the smart money/ people are moving to the “digital” side. I think this thought-leadership migration will only continue.