- Origins: Focus on marketing and media strategy and creative.
- Early Days: Partnered with digital agencies for web design and development.
- Today: Competes with a small number of digital and product design agencies with strong research disciplines.
Barrier for digital agencies to enter the advertising agency market: Traditional Storytelling
- Big client relationships.
- Brand and integrated media planning strategy.
Shrinks to creative and identity services.
To compete as the "new agency", must acquire or integrate digital and UX design disciplines.