Traditional agencies have often been regarded as dinosaurs when it comes to digital ad methods. However, trends suggest that the gap may have closed between older agencies and their online-focused brethren.
The Old Spice “The Man Your Man Could Smell Like” campaign has been a success both online an off, and it comes from an agency typically focused on TV and print. It all comes down to creating engaging content.
“Digital used to be this thing that was a little more computer and Internet based. You had to know coding, Flash and HTML," said Edward Boches. "Now, what you have to understand is how consumers behave in relationship to content, community, technology and media."
Web developers have become just as common as creatives at many agencies. Additionally, digitally focused shops have been trying to expand and simplify their platforms.
Still, traditional agencies and digital shops have seperate focuses for the most part, and not many traditional agencies have shown the capabilities to create engaging (and enduring) social-media platforms. "Most are immature in the social-marketing space and are treating it on a campaign basis," said Forrester Research analyst Sean Corcoran.
Source: AdWeek
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