Much is being written and spoken about whether digital agencies should lead the strategy and management of advertising campaigns. I feel much of the debate misses the point whilst perpetuating the siloing of digital as distinct from other brand and marketing services.
Digital strategy and digital creativity are not distinct from brand strategy and creativity: digital is part of the overall strategy and creativity. But by isolating digital, even if that isolation is on a pedestal, the industry offers the client a fractured approach to brand positioning and communication.
The correct approach, I believe, is to understand the client’s business, challenges, opportunities and market and develop, at a holistic level, a strategy that embraces all the channels and tools relevant to the client’s needs and those of the intended market. The best brand strategies and campaigns are already doing this.
The entity that should lead is therefore the one that can comprehend and analyze the whole picture and knows what expertise to bring in.The debate should therefore be about identifying and building that holistic leadership ability.
Comments