Shiv Singh, Head of Digital for PepsiCo (previously at Razorfish) recently posted a great article titled From the Other Side – Advice for Agencies. A few exerts are:
Anyone who keeps telling a brand marketer that it is about 360 degree marketing with paid, owned and earned media integration is over simplifying.
Digital agencies feel traditional agencies don’t get it and traditional agencies can’t understand why brands don’t completely appreciate their digital chops. In a sense, everyone is unhappy. That’s not good. It has to change and probably only will when truly a new form of an agency rises
Social media and consumer engagement for brands
It is easier for an agency or a media company to sell TV advertisements or digital media impressions or traditional PR tactics than it is to sell social influence marketing or deep consumer engagement.
These remind me of the problems that were brought up on a recent Twitter chat that I captured here regarding Ad Agencies and Social Media.