The good news? Digital agencies are bound to overtake their traditional brethren and assume the leadership position to become marketers' top dog brand strategy advisors.
The bad news? They aren't anywhere near ready for the responsibility.
That's the bottom line of Forrester Research's new Interactive Marketing Agencies report, as reported in this week's Advertising Age. For the most part, I'd agree -- but I'm heartened by the fact that interactive marketing agencies have guys like David Armano, who wrote a prescription for getting digital shops up to speed.
Well worth every minute you spend reading it. Get it at the Critical Mass Experience Matters blog.
Now, if only someone from the traditional side of the business would define the steps that old timey brand agencies need to take in order to get up to speed with the new rules of marketing in a highly-fragmented-constantly-changing-consumer-centric digital landscape, I'd say we'd have a fight on our hands.
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