Death of the Advertising Agency?

The Last Advertising Agency On Earth from FITC on Vimeo.

I've been working in the digital marketing field for just over a year now and I've seen how the situation has changed in this short span of time. It has become very obvious that agencies who do not transform themselves to have digital capabilities will probably be left behind. Above the line is still the best way to generate a lot of buzz but as the strength and the reach of internet grows, agencies who haven't adopted would find themselves out of business. The digital realm especially with the growth of the social networks is becoming the best medium to communicate with their target audience. Agencies who do not have the ability to do digital marketing would be at a loss when their clients start asking for digital campaigns and as such will give opportunities for agencies like mine (Rogue Digital) to get a piece of their client's marketing budget.

We have pitched with a traditional agency and it was the digital marketing which hooked the client. In some cases client ignored the whole agency presentation and just talked about the digital executions offered. In the past 2 months we have been doing a pitch at least twice a month compared to just about 3 last year. The shift is now more apparent and the time to seize these opportunities has arrived.