April 11, 2008

Agencies Must Build Digital Skills To Survive

by Peter Kim

with Christine Spivey Overby, Sarah Glass, Emily Bowen

Executive Summary (This is a document excerpt)

Traditional advertising agencies face significant technical difficulties. Clients are shifting business to digital shops, and consumers have turned away from media channels that built the agency industry and toward emerging Internet media. Ad agencies must build new interactive competencies quickly in order to succeed. How? They must build digital skills with a three-tiered approach of establishing digital commitment at the executive level, retraining existing staffers, and building a pipeline of future talent.

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