Lee McKnight, Director of Business Development for RSW/US, talks briefly on the results from the Agency New Business 2013 RSW/US Agency-Marketer Business Report.
In this video we focus on the impact of digital agencies in 2013 and a question we’ve posed over the past several years: what, if any, threat digital firms pose to full service firms.
We’re focusing on the impact of digital agencies, a question we’ve posed over the past several years, and initially asked what, if any, threat digital firms pose to full service firms.
The majority of both Agencies and Marketers see solely digital firms as being a small threat to full service firms.
So then we asked if a digital firm also offered traditional services – does that change the “threat level” to any degree?
While not a dramatic shift, more of both groups feeling the additional traditional services offering would prove a more significant threat to full service agencies.
And finally, when asked how important it is for digital firms to offer traditional services in order to survive long-term, 79% of Marketers (and 75% of Agencies) feel it was somewhat or very important.
So what does all of this mean?
Some insightful points from Tom Martin at Converse Digital.
Tom recently wrote a post on our survey report called Why Full Service Ad Agencies Aren’t Scared Of Digital Agencies Anymore.
And he ultimately makes a great point:
It’s not about, nor has it ever been about, digital vs traditional. It’s about remembering the role agencies used to play — strategic advisor. They’re solving the friggin business problem.
At the end of the day the client is charged with growing the business or lose their job. And these days, they’re looking for agency partners that feel that pain and ensure it never comes to fruition.
And we would agree. We don’t believe digital-only firms will go the way of the dinosaur, but they will face challenges in finding new business if they aren’t capable of looking at a marketer’s challenge in a more fully integrated manner.