The future is already here
A recent survey of senior marketing people by Sapient found that more than half of those polled considered advertising agencies ill-suited to handle online marketing.
That’s a staggering finding, but surely not unexpected.
According to the survey around 49% of marketers felt that ad agencies had trouble thinking beyond the traditional media of print and television.
Interestingly almost 70% of those surveyed said that they would prefer to work with multiple agencies to gain the benefits of working with specialists.
Given Sapient’s background in technology, the survey could possibly be seen by agencies as being a little biased.
But the fact remains that digital is no longer merely a part of the marketing mix. It is much more important than that.
And the smart thinkers out there in adland who recognize and embrace this could easily go on to become the 21st century equivalent of people like David Ogilvy and the Saatchi brothers.