Why Digital Agencies Are Indeed Ready to Lead – Advertising Age – DigitalNext

Over the past 18 months, a great debate has consumed our industry: Are digital agencies poised to sit at the head of the advertising table? Depending on whom you ask and what you read, the answer seems to flip flop — with a majority of people still having reservations and making claims that digital agencies aren’t ready to lead.

So why does the debate continue? Does offline or online really matter to an oblivious consumer who’s only interested in “no-line” communications? Are we spending too much time focusing on who should lead and not enough asking: What’s next?

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