Creative Integration

i've been banging on about it for ages, but there is more and more evidence that having agencies that can only operate in one media channel are dying off.

i recently read on brand republic that the traditional 'above the line' ad agency grey has hired a new creative director who comes from a digital background in order to bring integrated concepts from the top down.

it really shows that the old approach of clients using a digital agency, an ad agency, a brand agency, a dm agency are coming to an end. now more stories are emerging of clients forming long term relationships with agencies who work closely with brand and marketing teams to offer strategic solutions that are right for the audience/users, instead of just saying 'we do print'.