Ad Agencies and Digital Agencies must swim to the middle, or sink…
“If any one of the two ends of the spectrum keep doing what they are doing, it will be the end of that particular business proposition. Agencies in and of themselves, are no longer sustainable in an ever-changing market – but neither are the pure-play digital agencies,” says Mokgwatsane. This is because clients require an integrated understanding to address their businesses challenges.
Ogilvy’s digital history and where they stand now…
, “Our philosophy is that digital should be pervasive. It should not be held in a silo of its own, but rather whatever silo you are in within the organization, (so that) you begin to understand how to apply your craft in a digital way,” explains Mokgwatsane., Ogilvy continues to actively invest in deep digital resources, training, development and the acquisition of digital resources ..
– See more at: http://www.adlip.com/advertising-digital-agencies-race-centre/#sthash.UkVxo3BT.dpuf
Article by: Adlip Editor / Tagged with: Abey Mokgwatsane, Integrated advertising, Integrated marketing, Ogilvy South Africa