A couple of days back, I read an interesting article by Atul Hegde, CEO of Ignitee, on the role of digital agencies. I agree with him that the industry although nascent, is already bankrupt when it comes to ideas.
The fact is, so-called digital agencies today flood clients with the same old SEO and SEM formulas (read d-i-y google ads), pay huge money to buy banners on homepages of email portals like they’re buying conventional media, and end up making the same corny bollywood-spoof virals for every client and every job.
Not surprising, because most so-called digital agencies today are nothing more than over-grown, over-paid html or flash shops, or ex-ad guys pulling the same ‘you don’t understand creativity’ crap to pass off mediocre campaigns to un-informed clients.
Which is why at every digital conference you same the same old speakers, giving the same old spiel, and showcasing the same old case studies we’ve been seeing for years - and no one goes back to work saying ‘hey let’s put some serious money behind digital marketing and advertising!’
Quite simply, it’s time clients got more demanding, and digital agencies got more responsible.
Here’s an excerpt from Hegde’s article. And you can read the rest of it on livemint.com following the ‘more’ link.
“Fuelled by a collective banktrupty of ideas by both publishers and agencies, we have created a scenario, where the medium has paid the price of over-accountability, with campaign reports and data points providing you with orgasms, rather than information about the actual campaign and its engagement with the consumer.”
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