The Wall Street Journal article Ogilvy’s New Digital Chief Discusses Challenges features an overview of WPP Group’s Ogilvy North America take on the new advertising landscape and how traditional agencies are struggling with the new world of Web, mobile, search, and social media.
Ogilvy’s move is the latest sign that big traditional ad agencies, under pressure from clients, are trying to make Web-based and mobile advertising a stronger part of their day-to-day operations. But as advertisers are shifting more of their ad budgets into digital media, many are wrestling with a shortage of digitally experienced creative staffers at their ad agencies. The issue was highlighted by Nike’s recent decision to move part of its business away from its longtime ad partner Wieden + Kennedy because of dissatisfaction with the shop’s digital abilities.
Based on last week’s activities, I think you can add Waggener Edstrom to that list of old-world corporate agencies that are struggling to be a part of today’s game.
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