Digital agencies: stand up and be counted

Digital media forms one of the key elements of the changing communications landscape. This paper assesses how digital agencies can establish the sort of culture which will enable them to prove their success in an objective fashion.

Digital agencies: stand up and be counted

Chris Wood


In 2002, the IPA dropped the word 'Advertising' from the IPA Effectiveness Awards as a signal of the changing media landscape and the shift to new 'communication channels', notably digital. Since then, digital has grown to somewhere in the region of 11.4% of total advertising spend. Yet no digital agencies were represented in the 2007 IPA Effectiveness Awards.

This piece is a personal comment on this state of affairs from a practitioner in the digital space. It isn't a definitive guide on how to win a digital IPA Effectiveness Award...

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