Digital to take centre stage

In the wake of the appointment of digital specialist agency, Albion to the ebay account, there’s been a lot of comment about the rapid shift of client budgets from traditional advertising towards online specialists.

I totally agree with the comment from Bob Willott, editor of Marketing Services Financial Intelligence who said: “In future, advertising will be driven by agencies that are capable of digitally locating and monitoring audiences rather than those that can create beautiful campaigns aimed at anyone prepared to watch and listen, he believes. “On a ten year view, digital agencies will be at the centre of the work and this will feed out into other types of skill sets. Digital will be in the driving seat.”