A Moment of Truth for Digital Agencies
OK, deep breath. Adage recently published an article which asserted that “interactive agencies have not yet proven they have the capability to manage brand strategy.“
On top of that Forrester released their first Marketing Wave report
which Critical Mass was included in. Long and short of it—we didn’t do as well as
we would have liked. But aside from us, as the related Adage article
boldly states, digital shops have much to do (so do all agencies in my
opinion). Guess what? I agree—digital agencies have our work cut out
for us. But I’m not ready to leave the digital world—in fact, there is
no other industry I would want to be working in right now. For
me—priority #1 is working with people who “get it”. And so because of
this, I feel compelled to lay out what I think digital agencies must do
in order to lead brands in an increasingly fragmented, digital world…
Continue reading at Experience Matters >>
Great points David. Excellent post.
Posted by: Michael Seaton | Friday, December 07, 2007 at 01:54 PM
Hi David - I tried to read the article but right now it's saying the link is broken. Did it move? Maybe wordpress is just doing an update right now?
Posted by: RJ | Sunday, December 09, 2007 at 09:18 AM
Hey RJ. Yeah, looks like it's down. See if I can get it resolved by tomorrow.
Posted by: DA | Sunday, December 09, 2007 at 11:52 AM
David,
Help me understand this: When did it become an agency's responsibility to manage brand strategy? Businesses should (and most do) manage the strategy, while agencies provide the tactics to achieve the stragy(ies). Agencies may also contribute to the development of the strategic plan, but at the end of the day no agency should be responsible for managing that strategy.
What am I not getting here or is this just Adage over-hyping the power of marketing (i.e., advertising)?
Posted by: Lewis Green | Monday, December 10, 2007 at 03:30 PM