In my post last week, The 91%: Occupy Madison Avenue, I offered up a particular perspective on the unflattering findings from the recent CMO Council study stating that traditional agencies have failed to evolve to requisite levels of digital marketing proficiency. I pointed out that, while that certainly may be the case with some agencies, many marketers have not evolved to digital proficiency, either.
Going further, I postulated that the dissatisfaction marketers expressed through the study is due in some measure to shared deficiencies. In other words, it’s hard for an agency to be better than its client enables it to be–just as it’s difficult, frustrating and costly for a client to have to wait for an agency to step up to the digital plate.
fter 150 years or so of working together, it is assumed that ad agencies and marketing concerns could figure out an efficient — even optimal — relationship.
In many cases, however, they’re not even close. The main problem: people are involved. And the shift to digital has added numerous complexities as well. That was the upshot of an Ad:Tech New York session today on the pitfalls of agency-client relationships.
IAB news release
NEW YORK, NY — ADTECH, MediaMind, PointRoll and VINDICO have pledged to complete implementation of the IAB Impression Exchange Solution (IES) by the end of Q2 2012, the Interactive Advertising Bureau (IAB) announced today. These four member companies join Google’s DoubleClick ad serving solutions, which has already rolled out IES to its client base, in the industry-wide effort to improve efficiency and accuracy in the invoicing and payment processes.
Few marketers use digital-only shops, and many feel full-service agencies will win more digital work
As digital becomes more integrated into the larger picture of marketing, marketers are not optimistic about the future of digital-only agencies, with just a third saying these shops can survive in their current form.
RSW/US, a business development firm that works with agencies on lead generation, surveyed marketing decision-makers in March 2011 for “A Client’s Look Ahead at Agencies,” and found that 67% of respondents felt digital agencies need to evolve and offer more traditional services to maintain relevancy. Read more