我好奇故我在

source:
http://adage.com/digitalnext/post.php?article_id=140166
http://www.revolutionmagazine.com/news/964347/Agency-bosses-old-change-resistant-claims-Sorrell

這篇Why Digital Agencies Aren't Ready to Lead引起很大爭議性，簡單說傳統公司具有「老」「舊的但熟練的marketing知識」，而數位公司是「年輕的」「比較偏向執行面的思考」。而一個客戶需要具有對品牌的深度經營，但是也需要翻新溝通手法。所以，廣告公司需要在傳統知識跟新知識之間求得平衡。

文中也提到一件事情，傳統公司因為瞭解客戶比較久，IMC行銷整體操作面也比較熟練，意味業務就已經要花很多時間處理了，沒有多餘的時間來學習數位。另外，數位公司所執行跟規劃的也是很細的工，也要耗費很多的時間。兩種公司的型態都各自被手上的事務卡死。

<數位公司在美國的現況>

• 在美國，除了R/GA這家公司外，沒有其他數位公司可以坐在客戶的董事會會議室。
  With the exception of R/GA, there is no other digital shop or agency that has or can consistently take a seat, and a leadership role, in the client's boardroom.
• 因為網路變化太快，所以數位公司需要跟上，所以要建立一個固定的工作或思考模式比較難，大部分是鬆散的扁型蟲組織(所以每個人都可以跟CEO共事)。
  Digital Media agencies are young (for the most part). Most importantly, I think, is that digital media agencies HAVE TO keep up with changes. There can be no complacency because the digital world is changing so quickly. Establishing practices and procedures is hard to do when there is a new social networking site every few months. It's a lot to stay on top of.
• WPP集團總裁Sorrell批評儘管網路成長快速，但是品牌只有花約13%的行銷預算於網路上。他說：以後WPP不是廣告公司，而是將科technology技放在發展的中心。
  Delivering the opening keynote session at ad:tech New York, Sorrell criticised brands for investing an average of just 13 per cent of their marketing budget online despite the rapid increase in digital media consumption.... Sorrell claimed that WPP is "certainly not an advertising agency any more" and insisted that "technology is at the centre" of its development. "The companies that win are those that innovate successfully," he said. <04 November 2009>