In my most recent Ad Age blog post, I raised the idea of an agency's value equation in a world where media fragmentation requires marketers to create so many more versions, sizes and channels of communications. Then today I find this in the WSJ. This is nothing new, digital companies have been sending web coding work to Russia for many years...but to see the big boys embrace offshoring of the production of digital materials is in my opinion a tell tale sign of the future of our industry. It's all going to be about ideas and innovation -- those intangibles that not just anyone can do. All the run of the mill stuff -- production, that's all going to become (if it hasn't already) a commodity that will be bought and sold on the basis of price and time to deliver.
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