iMedia's Liz Ross: No More Digital Agencies...Just Agencies

It's nice to start off the year --heck, a new decade  -- with an industry echo of something I was saying here last year about the culture of the "digital" ad agency.  Using that term to distinguish from "traditional" agencies is something the industry should leave behind in an all-out focus on delivering value to advertisers and the most effective online advertising.  iMedia's Planning and Buying writer Liz Ross agrees in her "6 Agency Survival Tips For 2010":

Looking to survive in the ever-changing agency world? What follows is some proverbial food for thought for digital agencies in 2010. I hope some of them prove to be valuable for you and your business.

And now, without further ado, here are top six agency survival tips for the coming year.

Stop calling yourself a "digital agency."

It is official: The world has changed. This means that it's no longer important or relevant to define ourselves and our agencies by the channels in which we execute. Everything is digital, and all communication is delivered through digital channels. With this being true, the very idea of a digital agency is irrelevant. Focus on creating an agency that derives its identity and culture from the creation of powerful, relevant stories that are based in real insight.

Couldn't agree more that the distinction between digtal and traditional agencies has bec0me artificial.  I have to say Liz is kind of reminding me of something I said here a couple of months ago: Agencies Aren't Digital Or Traditional, They're Effective or Ineffective.  It's "deja vu all over again"!

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