Digital Agency vs. Traditional Agency
Ad Age ran a great article this week, where author Ana Andjelic explains “Why Digital Agencies Aren’t Ready to Lead” http://adage.com/digitalnext/article?article_id=140166. In the article, Ana notes some of the short-falls of firms that only live digital. The article sparked a debate between those from the digital side and those from the traditional agency side, some bloggers going as far as to request that Ad Age fire the author.
This has been a topic of much discussion here as well, and we’re glad Ad Age and Ana brought it to light.
While many understand why digital firms don’t make true marketing partners, some argue that digital teams are hired almost as “specialty executors.” Quite often digital firms are niche subcontractors for a CMO who has figured out their brand and need a specialist to execute a program online. However, it’s been our experience (especially over the last year) we’ve had to redo or rebuild those projects and programs that were given to digital-only shops, because they just don’t seem to work. This is because the program was given to an executor, and it just didn’t get the thought by someone who has true marketing and customer end-user experience.
In addition, every online project should have a long term strategy. We recently completed a project for a luxury jeweler where an online idea grew into a program that attracted a whole new customer base.
Look at Zappos, a brand that was born online. In their recent agency search they hired Mullen, a veteran full-service agency.
The way of the future, as we see it, is to have a digital team that can think digitally and know how to make a brand come alive online. However, that team is supported by marketing strategists and brand builders that build the foundation for every program. Both teams are lead by a Digital Strategist, who understands digital and marketing. The team works collaboratively every day; sharing consumer research, sharing new digital tactics, building out long-term strategies, and thinking through the program so that it connects to sales. The agency serves as a true marketing partner to the client knowing the client business inside and out, knowing the customer better than everyone, and is truly accountable for the success of every program.
We believe, (shameless self promo) that the EGC way is the way of the future. Stay tuned for more on this….
