Digital agency of the future

Dominic Finney

Digital agencies have become victims of their own success. Their planning strategies have become outdated, but with rising billings there is little incentive to change and adapt.

By delivering strong response results the digital medium and its skills have become pigeon-holed. Not enough attention is paid to the emergence of brand advertising online, the role of convergence or, indeed, integrating all media, both on, and offline, within the mix.

Worse still, the current approach is becoming institutionalised within both clients and agencies. While technology and the consumer have moved on, many agencies have failed to follow.

By looking at what consumers really do online and via mobile, this article hopes to show what a progressive approach to planning and buying could look like and how the agency of the future should function.