Why digital agencies fail to get the Big Idea

When digital agencies started to pitch against the big creative and media networks as brands increased spend online, the turf war between specialist and so-called traditional agencies intensified. But far from ripping the heart out of the “big boys”, digital specialists appear to have spurred them into reinforcing their full-service credentials. Perhaps that’s why last week Orange decided to award MediaEdge/cia its digital brand media business out of i-Level, which, however, managed to retain the digital direct response brief.



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