When we set up the digital agency Glue, over a decade ago, my concern was that, rationally, Glue should not exist. How long could it be before the other agencies caught up, thus making ‘digital agencies’ redundant?
Smart mobile agencies are now wondering the same thing. And so are marketing clients.
Do they, for example, have a ‘Poster’ agency on their roster? No. So why do marketing people still have mobile agencies on their rosters?
Most of the marketers I talk to don’t particularly want to employ mobile agencies. (Any additional agency on the roster is additional hassle.) They are forced to employ specialist, single-medium agencies when the incumbent agencies are incompetent.
The big question is how long the window of incompetence stays open.
Meanwhile, what are these mobile agencies being used for?