James Cooper, Creative Director at Dare, throws down the gauntlet:
We have already seen traditional agencies taking on digital briefs and digital agencies pitching for TV briefs. Where can it possibly end? Who knows, but I feel it would be remiss of me not to stick my neck out a titchy bit.Let’s have a look at the best digital work for the last few years. The last 3 top 10s in Campaigns’ Annual have not seen a single entry from a non-digital specialist. Indeed, of 30 entries only one (from Tribal DDB) is even related to a traditional agency and that was from 2003. There was a time when the digital departments of TV agencies, such as Ogilvy, were much stronger.So… if 2007 is the year that the big agencies make a push for digital how many of the top 10 digital pieces of work will come from non-specialists?Personally, I certainly think they will catch up quick, very quick, and no doubt there will be some great bits of work but I have a feeling the specialists will dominate again - for this year at least!
We have already seen traditional agencies taking on digital briefs and digital agencies pitching for TV briefs. Where can it possibly end? Who knows, but I feel it would be remiss of me not to stick my neck out a titchy bit.
Let’s have a look at the best digital work for the last few years. The last 3 top 10s in Campaigns’ Annual have not seen a single entry from a non-digital specialist. Indeed, of 30 entries only one (from Tribal DDB) is even related to a traditional agency and that was from 2003. There was a time when the digital departments of TV agencies, such as Ogilvy, were much stronger.
So… if 2007 is the year that the big agencies make a push for digital how many of the top 10 digital pieces of work will come from non-specialists?
Personally, I certainly think they will catch up quick, very quick, and no doubt there will be some great bits of work but I have a feeling the specialists will dominate again - for this year at least!
Robin Grant
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