Too hot to handle? Why digital agencies are a challenge for marketing teams 

Libby Child

The challenge posed by digital agencies to mainstream ad agency networks is a global industry staple of discussion.

Headlines such as “Network agencies decline as digitals grow”, “Is this the year digitals come of age?” and “Will digital as a separate agency channel soon cease to exist?” appear in trade journals round the world - week in, week out.

It is the hot topic and digitals are the hot agencies.

Far less analysed is the impact the rise of digital is having on the sanity and confidence of client marketing teams worldwide.

To admit that the digital arena is confusing or frustrating is like admitting you are out of touch. To acknowledge that, in digital, the tasks of leading the development process, understanding agency fees or demonstrating the success of activity are all far from straightforward management challenges is seen almost as an admission of failure.