©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Some agencies were born digital. As they grew, they structured their companies around the demands of the business, hiring specialists as necessary and — not bound by the traditional silos of account service, strategy, creative, etc. — coming up with new models that look very different from traditional agencies.
Then there are the rest of us, who began life in a business called advertising. Bolstering our interactive competency means transforming our internal processes and structures, and questioning a lot about the traditional model, which can lead to plenty of upheaval and consternation.