I read someone on Twitter describe this week’s ad:tech Sydney conference as a “love-in for marketers and ad agencies.” (Read ad:tech twitterings here.) It’s an interesting description that betrays an obvious slant towards the “other camp” which I heard one ad agency exec describe with a hint of derision as “all these social media consultants.”
en Shepherd writes: Duff from ad2One, Vivek from Lonely Planet and Julian from Time Out took part in the Content and its Context in Digital Media panel at Ad:Tech Sydney on Wednesday afternoon.
The turnout was reasonable and I think we covered some good ground. I wanted to take this opportunity to reiterate some of the points I made for anyone who was there or anyone who missed it but was curious.
The argument of whether an agency should be a specialist or a generalist has raged a long time now. Typically, this has come down to Traditional agency vs Digital agency. There are valid arguments on both sides of this question of course. From a generalist perspective, they usually centre around the need and ability to tie all communications channels together (“custodians of the brand” etc). From the perspective of a specialist, no generalist has the depth of expertise required to execute in the more complex digital space.
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