Archive for August, 2009

Digital Agencies: Being ‘Digital’ is not enough

August 13, 2009

Being ‘Digital’ just doesn’t seem to be enough anymore. It’s not a unique selling point for agencies. It’s becoming a threshold capability that every man and his dog are jumping all over in an attempt to get hold of their client’s growing online spends. But doing it well? – that’s another blog post in itself.

While critics are calling time on the digital revolution, there’s a new level playing field opening where specialists (digital agencies) are being faced with the opposition of traditional agencies who now know their desktop widget from their i-phone App. It was inevitably going to happen at some point – but it has been widely documented that the catalyst for this wake-up call was the 2009 Cyber Lions Awards – of which only a lowly 12 went to pure digital specialists such as AKQA and Agency Republic. There’s the proof.

Now is the time to be ideas driven. Now is the time to innovate, invent and experiment. Pure play digital shops need to be pushing new concepts at clients through new technologies – things such as augmented reality as an example. They need to also be thinking more about the strategic lead-in rather than just the solution (a website, a banner, an App) – they need to explore the bigger picture and the wider effects of how their digital solution can add value to the clients business model. But at the same time, they still need to be able to deliver. On time and on budget. Depressingly a trade-off only the best can master.

Is being Digital enough?

Is being Digital enough?