What will the advertising agency of the future look like? Will traditional agencies realise the importance of things such as search and metrics or will they continue to hide behind TV? My prediction is that most agencies will realise that digital is just a channel and should be given the same cudos that TV departments are given.
There will be account service and creative people who specialise in digital, but they will be integrated and able to handle multiple channels rather than just one. The digital production and studio resources will be seen to be similar to TV, where there are directors (designers) and specialists (coders and developers) provide expertise and help craft the idea rather than being compared to the print production studio.
Written (but not finished) by Dominique Hind
