Integrated agencies threaten specialist digital agencies!

01 June, 2008

Our MD gives his opinion.

An article explaining how integrated agencies will prove to be a serious threat to specialist digital agencies was recently published in Revolution.

The article stated that major brands such as O2 and The AA know it's commonsense to have a centralised structure that allows for a neutral approach to planning and delivery and that ensures maximum cross-media uplift.

Charles Darley, the MD of our very own integrated agency, said, "it plainly makes sense for the agencies to organize themselves in a way that optimizes the cross media uplift delivered by integrated direct marketing and digital creative and coordinated media activity.

The communication disciplines are common across direct mail, e-mail, web, press and TV so those agencies that have the cutting technical skills to make the most of each media are best positioned to win in the client budgets. In a recession all sensible clients can see there is a duplication cost that exists between the specialist agencies that does not exist in an integrated agency. It also wastes a lot of client time having to brief and co-ordinate the response from each specialist agency."

If you have any comments on this article or any other aspect of digital marketing, please feel free to drop us a quick email on info@bgd-group.co.uk.

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