Mystic Meg

It's like the world's going to end in some sort of advertising armageddon. I agree with most of this video as alot of agencies might die off if they don't fully embrace digital. But I think it's also very patronising. Everyone has already started to get geared up and planners know that consumers have more knowledge and access to brands, it hasn't just happened over night. It's just a shift in where most of communication targets lie. However you can't deny that posters still work in their functionality, and DM packs still get more consumer attention than say an email. Also TV will never die, it's just moved to a digital scape.

Don't get me wrong, I love digital, it's advertising without limits. But I'm predicting once the newness has rubbed off there will be flip back to traditional ways. Bit like organic vs processed food movement. Albeit traditional will become more of a niche, but you cant rule them out. At the end of the day all products are different and it's what ever medium gets the message across best to the right audience. I believe most agencies will become integrated and very few will specialise. But if agencies do stick to their ground, I can imagine them surviving on their expertise alone. It will be interesting to see who's brave enough to stick it out.