Forrester Research conducted a “state of interactive agencies”
survey of about 100 global interactive marketers. It found just 23
percent believed their “traditional brand agency” is capable of
planning and managing interactive marketing activities. About 46
percent did not believe them capable, with the rest neutral on the
question.

 
While that held good news for digital agencies, particularly as
digital becomes a much larger part of marketing, Forrester found
few clients are willing to give them responsibility for the brand’s
direction. Just 22 percent agreed that their interactive agency is
“ready to lead my brand.” Another 33 percent said their digital
shops aren’t ready, with the rest neutral.

 
That sets up what Forrester calls “the great race” as traditional
shops scramble to add digital know-how and digital shops seek to
move up the ladder to become brand stewards, rather than Web site
and banner ad specialists.

 
“We see digital becoming the backbone of marketing and technology
becoming so vital that everyone needs digital capabilities,” said
Sean Corcoran, an analyst at Forrester. “Everyone is coming from a
different strength. Everyone is trying to add the other’s
capabilities.”

 
Forrester found that clients, in an ideal world, would like to work
with a single agency. Over 60 percent said they would like one
digital shop. Yet the complexity of distinct marketing specialties
often makes this impractical. Even within digital, only one in five
rely on a single provider, the survey found. Nearly 60 percent have
two or more. Forrester expects that will fragment even more thanks
to emerging media like mobile and social. The multiple-agency
approach means higher administrative costs and more
coordination.

 
“We’re all waiting for this big moment when a bunch of interactive
agencies take over from the traditional guys,” said Corcoran. “It’s
not happening that way, it’s a slow evolution. You’ll see some
interactive guys take over and some traditional agencies hold the
fort.”

 
The risk for digital shops is getting caught in the middle. Some
like R/GA and others are making the move to become a lead agency
for clients.
R/GA last week won lead agency duties for Ameriprise,
for example. But others, Forrester concludes, will need to carve
out a specific digital specialty rather than sit in the middle,
between a lead strategic role and specialist position.