Agency new business Survival of the Fittest: Digital or Full Service. Who Will Live?

In a recent survey by outsourced lead generation firm RSW/US and agency search firm RSW/AgencySearch, Marketers across the Nation believe that Full Service Agencies are more likely to “win the race” towards digital dominance in the advertising space than their Digital Agency counterparts.

By a margin of nearly two to one, the 174 senior marketing executives in this survey state they believe Full Service Agencies are much more likely to win digital assignments than Digital Agencies in winning Agency of Record assignments, longer term.

This is despite the fact that most Marketers believe digital firms possess more prowess in creating traditional media than they believe Full Service Firms have in solid digital capabilities.

“I suspect that this dichotomy is a function of Marketers knowing that, in order to succeed long term, they are going to need to operate as fully-integrated marketers – with full view of all media channels. And they feel Full Service Agencies are better equipped to do that,” says Mark Sneider, Owner/President of RSW/US and RSW/AgencySearch. “While digital is ‘where it’s at’ today, Marketers are getting more savvy, recognizing consumers aren’t singularly focused on one medium – they rely on many platforms to gather information when making buying decisions,” Sneider continues.

Additionally, 67% of Marketers in this survey believe in order for Digital shops to stay relevant they have to offer more traditional services. Being ‘Digital only’ isn’t that compelling anymore (see Adweek article).

“There is a convergence going on. You have Full Service Firms acquiring digital talent, and you have Digital firms trying to not lose opportunities – so they are offering a more complete bundle of services. Eventually, there won’t be much differentiating the two…until the next ‘digital’ comes along,” Sneider forecasts.

For more information at http://www.rswus.com