IN PLANNING:
I think we need to be careful separating “traditional” planning and “digital” planning. Planning in its purest essence is not about technology, it is about human truths. These truths are media/technology neutral. Technology changes, but why we use these technologies don’t.
AS AGENCIES:
Right now “digital” is still hot, because there is still a pretty substancial lack of knowledge about social and online in the big ad agencies. Eventually, these gaps will close up, and clients will no longer have a need to go with two separate agencies for their creative campaigns. We probably have a good 2-4 years until this gap closes, but there is already talk in some of the industry pubs of the inevitable. Infact, check this article out from this week’s AdWeek. It is reporting on a hunch I’ve had for seven months now…
What do you think?
