Digital vs. Traditional
Out of context: Reply #15
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- Leigh0
More and more traditional above-the-line agencies are using the term "Full service agency" it seems to be the buzz word right now.
All the big traditional agencies are ramping up there digital departments right now, W+K, TBWA, BBH ect. farming the digital work to "Creative production" agencies (b-reel, unit9 , northkindom ect).
So what happens to the digital agencies?
Why should a client have the hassle of using one agency for above-the -line work and another for digital. It does make you wonder what will happen in the next 5 years.
I think Glue is a good example of how the digital agencies will go in order to survive. Glue won a 30m advertising account for 3 mobile. They are outsourcing above-the-line production work, but will lead all advertising decisions for the account.
Digital agencies will become "Full Service Agencies with a digital spines".