“because most of them don’t know the business of marketing” is the answer of Ana Andjelic on the Advertising Age article.
So what is the solution today?
Find a digital agency which understands from the business of marketing.
I know it is extremely hard to find one, but I know it is not impossible 😉
The successful Marketing directors of the future will be the ones who will spot the right digital agency – not the “flashy ones” – which understands from the business of marketing . One clue that I can share with “Radical Marketers” is that, they should look into the DNA of the digital agencies and understand the backgrounds of key employees.
Of course, only spotting the right agency will not bring much success to the marketing directors, but creating the right environment for an efficient and long lasting relation will do.
Also note what Advertising Age says on traditional agencies:
“For every marketing challenge, their solution is “better creativity.”
This is really harsh, but to tell you the truth, this is mostly the case in the industry.
Another good finding was:
“As much as people like to talk about the agency of the future, it will never happen until the client gets there first.”
I see many clients with great expectations, but mostly the organization, the human capital and the vision of the marketing department are mostly the bottleneck why digital agencies aren’t ready to lead.
See the full Advertising Age article which inspired me for this post at Why Digital Agencies Aren’t Ready to Lead – Advertising Age – DigitalNext.