With the unquestionable fact that digital is now firmly rooted in the marketing strategy of any half decent Marketing Director, there has been a definite shift in the way digital is viewed in the marketing world.
Historically, just another channel to communicate an offline campaign, digital has struggled as the underdog to ATL agencies. But finally, things really are changing.
Digital agencies have spent many years implementing the great ideas dreamt up and brought to life by ATL agencies, with little more creative input than the interpretation of the ATL campaign to a digital format. And before this gets too much to sounding like a rant, let me assure you that it really is not.
The point of this post is to highlight (and celebrate) the fact that digital has finally got its feet firmly under the top table.
Digital agencies have grown up in recent years, with increasing investment in their planning and creative departments (meet our new CD here) and the development of a commercial understanding of the applications of technologies. No longer are we simply trying to fit an offline campaign into an online world, frequently a campaign idea is now being driven by digital, with awe-inspiring new technologies often leading the way.
The Doritos Augmented Reality campaign is a great example of an integrated campaign with digital technologies at its heart - you can watch the video below:
Equally, we love the Nike+ Men vs Women campaign – a great early example of the successful application of the pervasive web, the legendary comparethemeerkat.com and BMW’s Z4 in 3D augmented reality campaign.
So it looks like digital is at the top table and here to stay. And as for being a digital agency in a marketing world? I think we can safely say that we are fast moving towards a role reversal, with the marketing agency existing in a digital world.
Jocelyn Kirby
Marketing & Business Development Manager
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