Specialism the way in the year of digital
(From Adnews March 13th 2009)
How is 2009 shaping up for digital agencies?
Bring it on!
More and more companies are now realising the power of digital as a key business driver. In this environment, can companies afford to choose a generalist over an expert?
Our promise to clients – Better, Faster, Cheaper, Flexible – has never been more on the money than right now.
What’s more, our ability to deliver against these pillars is in stark contrast to some of our larger integrated agency competitors.
We have seen from the fully integrated agencies’ claim after claim, restructure after restructure and senior hire after senior hire, that, if you scratch the surface, they are the same old mainstream agency with digital tacked on…..animating print ads, TVCs online.
Unless every ounce of your agency’s DNA is digital, you are behind the curve and subsequently your clients are chasing not leading.
Technology is no longer just that guy in the corner playing Dungeons and Dragons, it is the gateway between business, marketing, customers and prospects. Your agency must live and breathe technology, developing the best solutions, aware of all innovations and, equally, the limitations. This is the pedigree of digital agencies, minimising risk, saving time and money, creating innovative solutions and improving speed to market.
Digital creates rivers of data, and you can sink or swim in this data. It comes in real time, wave after wave of information. Digital agencies are accustomed to this immediacy of information, turning on the taps, filtering and optimising the work. Data sits across all departments. It is no longer about post analysis – it provides insight, it informs and it enlightens.
Interaction is so much more than just a click or a person voting on their favourite viral piece. Interaction is a way of thinking beyond the traditional; broadcast/reaction, cause/effect – it is about capture and engagement. Digital agencies grab the interaction possibilities; taking a great idea and making it live and breathe online.
As digital finally lives up to the promises extolled for years, clients should expect more than just window dressing. 2009 could well prove the year that truly steels the future of digital agencies, the year that sets the direction for years to come.
As I said at the outset, 2009 bring it on!!
For more information contact:
Craig Galvin – Executive Director, Partner, the white agency
Tags: Craig Galvin, Digital Agencies, predictions 2009, rivers of data, The White Agency