Why Growth Is Killing Digital Agencies
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The brave new world of digital is prompting agencies to be more things to clients. They have to, because marketing is so much more than advertising communications now. It’s data mining for unprecedented customer understanding; creating a series of products and experiences; and tying results together by applying a microscope to the whole endeavor.
These escalating digital demands for innovation, creativity and speed are at odds with an agency growth model that’s predicated on traditional management techniques. The result — there’s an operations crisis brewing in the digital agency world.
It’s evident in a divide on what matters most — clients prioritizing product and service innovation more than agencies think they do, according to the 2014 report from SoDA, a global network of agency top executives.
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