Please, don’t do it. Not for us, but for yourself

Again for Advertising Agencies.

Please, don’t think that “becoming digital” could mean “hire digital people”.

My everyday life is spent inside a digital agency that works both on owned customers and customers shared with an advertising agency.

What I can say is that digital can be faced at different levels; if an agency just needs digital execution, hiring specialists can be fine. Given the fact that you’re good in digital branding, strategy, creativity and experience design. If you’re not, sure you can also hire these skills. Given the fact that you provide them a fair environment in which they are free to imagine digital points of contact without limitations or pressure.

Digital-skilled people mixed with non-digital in a crossover agency will slowly but surely dilute their focus and their close (and specialized) approach to digital opportunities.

Digital agencies and advertising agencies need each other as separate units. Digital is not only advertising, and advertising is a specific thing. Digital people must keep on exploring a wider field than paid communication is, and this is what advertising is. Or advertising agencies are trying to do other than advertising?

Yes, I know. But if you, advertising agency, do… well, welcome to hell.

Welcome to the world of uncertain revenues. Welcome to identity crisis, to unpaid consultancy, to misunderstood work, to continuous research and development, to undifferentiated competition…

You say you’re already there? No, you don’t. You can’t imagine what else could it be.