Traditional Agencies Can’t Afford Digital

Skillset.org Chart

Skillset.org posted this chart depicting an ideal digital project team.

All it takes, really, to make an advertising campaign is about four people — a creative team, an account manager and a media strategist. Now, agencies also provide account/brand planning, production and sundry services.

Not so much for digital. It takes far more people, many of whom possess specialized skills, with far more technical expertise than conventional advertising. Meanwhile, the budget allocation for digital remains a speck compared to television and print advertising. Ever wonder why?

Look no farther than the agency’s balance sheet.

Advertisements

2 thoughts on “Traditional Agencies Can’t Afford Digital

  1. For me this is less about the resources agencies control as FTE’s, and more about the inability of most agencies to collaborate with the whole ecosystem of external service providers necessary to cover the breadth of a digital engagement.

    Great digital marketing takes a village today. Most agencies don’t get that, or are unable to see past their short term incentives to act on it.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s