Digital agencies: evolve or die
Media Week
18/11/2008
As digital adgencies look beyond their core service offerings to increase revenues, Ben Bold looks at the five principal agency business models and finds out what distinct services each of them offers to clients
Digital has scaled the corporate ladder in recent years to discussions at boardroom level, where it forms a core part of business' corporate strategies.
Agencies have not only driven much of this change but also responded to it, developing their specialist services and broadening out into new areas. Examples include digital media specialist i-level, which last year launched a social media arm called Jam, and this year set up an affiliate network with launch clients including Orange.
Mark Creighton i-level's managing director, says: "Services are broadening in line with the way people are engaging with digital. Our service offering is changing in response to that."
...
i-level's Creighton reckons the search specialists will find circumstances particularly challenging. "Some will survive," he says. "But others will disappear over the next 12 months, because the way they are remunerated has become a problem."
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