Digital divide

For brand owners, the digital agency marketplace is getting somewhat confusing. The rise of sectors such as social media and mobile has led to a proliferation of start-ups. There are signs that some are moving away from the established digital specialists. Coty, for example, recently handed the glob...

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Bibliographic Details
Published in:Marketing (London) 2010-07, p.15-15
Main Author: Tiltman, David
Format: Magazinearticle
Language:English
Subjects:
Advertising
Advertising agencies
Brand name products
Brand names
Forecasts and trends
Industry forecasts
Internet marketing
Market strategy
Market trend/market analysis
Online advertising
Social networks
Technology application
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Summary:For brand owners, the digital agency marketplace is getting somewhat confusing. The rise of sectors such as social media and mobile has led to a proliferation of start-ups. There are signs that some are moving away from the established digital specialists. Coty, for example, recently handed the global digital ad duties for Rimmel London to its advertising agency, JWT UK. There are still plenty of brand owners, however, that are skeptical about the big agencies' ability to keep up with digital developments. Toyota, for example, uses specialists in each marketing discipline. Saatchi & Saatchi, which oversees brand strategy for the car manufacturer, collaborates with digital agency Glue where necessary.
ISSN:0025-3650