Digital Agencies – who are you?

What, at the core, are you, dear digital agencies?
I know you are young, and are still trying to get your bearings right. You must know, however, your true identity and who you will ultimate grow up to be?

Well, I am certain about who you are not. You are definitely not an online extension of an advertising agency – for you are not in advertising, and should not, for even the slightest moment, think that you will grow up to inherit the advertising throne.

Advertising, as we know it today, will be gone in the near future. This everyone is sure. Many in the advertising space are packing their bags and jumping onto lifeboats – in a bid to move from the offline world to the online world. By doing this, many thought their survival is guaranteed.

Indeed, some may survive, but many will fall off the lifeboats even before they reach the destination. The reason is simple, those who fall carry with them too much baggage from the advertising world.