Big profits in the digital sector have reignited the generalist vs specialist debate, sparked by the ambitions of branding groups, says Design Week’s Gina Lovett
Agencies are switched on to digital branding
Big profits in the digital sector have reignited the generalist vs specialist debate, sparked by the ambitions of branding groups, says Gina Lovett (Design Week 26th July 2007)
Building a digital capability remains high on the agenda of traditional advertising agencies. Ad giants Omnicom, Rapp, Collins and Ogilvy & Mather have all hit the headlines in the past year because of their shift in a digital direction.
Ad agencies, however, are not the only groups to succumb to the lure of profit margins in the increasingly lucrative digital sector. Branding groups are joining the digital power struggle too.