Point of view: Digital agencies - your call to arms

This article sets out the position of digital agencies and the challenges they are facing, as current budget models mean that creativity and quality are being sacrificed for quantity.

Point of view: Digital agencies - your call to arms

Darika AhrensForrester

In the rush to win growing digital spend, every type of agency is now shouting 'We can do that!' Budgets are being awarded all over the shop – with quality and creativity the casualties. Among digital veterans, there's a general feeling that a lot of work out there today just plain sucks. Digital agencies, this is your call to arms: fight for your craft or resign yourselves to a lifetime of viral video.

As always, the cause of the problem is money. When media departments struck out...

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