Hasta La Creative!

I remember thinking about five or six years ago how if I went to a digital shop, I’d be pigeon-holed in their creative cul de sac.

WRONG!

According to Ad Age, digital shops are now beating traditional shops for agency-of-record status.

While most clients still seek best-in-class specialists for every discipline, more are showing interest in digital agencies to serve as the lead on integrated communications efforts, consultants said. The uptick is particularly visible among marketers in the retail sector and other product categories where there is opportunity for e-commerce.

What’s more, clients are becoming less and less fixated on the type of agency handling their ad accounts and more on the individual brains behind the marketing campaigns.

In other words, it’s a talent war and the best digital shops have fresher talent, prepared to think differently about the media mix and other topics of interest.