Posts Tagged ‘digital’

Digital Direction & Tangible Results

February 10, 2010

How refreshing. A group of clients that really seem to get what modern agencies are driving towards. Taken from a study in the US, with input from the likes of Nestle, Pfizer, Kraft Foods and Colgate-Palmolive, the extract below really caught my eye. Good Agencies are here to deliver digital direction and produce tangible results. And now ‘the client’ has said so, it must be true.

What the client wants from Digital Agencies...

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?

The Digital Agency vs. Traditional Agency Debate

July 13, 2009

I promised myself I would never write this post. I promised I would never question the many advertising/digital veterans out there who have a far more valuable judgment on the subject – but what the hell; everything these days is just a well-argued opinion.

So the saga continues – Traditional agencies vs. digital agencies – will one ever rein supreme? Without this post being 6 miles long: My personal opinion – I doubt it.

More and more so called ‘Traditional agencies’ are frantically trying to catch up with digital. And some have been very successful. Agencies are merging, acquiring and integrating digital into their core offerings – And so they should. No one doubts the power and influence of digital marketing. It’s the future don’t you know.

But the value traditional agencies bring shouldn’t be wiped aside by the digital wave. Their creative and strategic skills are still valuable – and by adding digital expertise to that mixture should make a force to be reckoned with. Notice I said ‘should’.

I know I should be fighting the digital agency corner here, but at the end of the day it doesn’t matter what an agency call themselves. Traditional agency…digital agency…Ad agency…none of that really matters. If they can come up with an angle, deliver a successful solution through the most appropriate channel (on time and on budget) and most significantly engage their target audience. Will the client care what they call themselves? – I doubt it.

The digital vs. Traditional debate

The digital vs. Traditional debate