Any advice for getting digital integrated into your agency so your team is brought in at briefing? Management has brief reading meetings, but somehow work from existing clients slips through unnoticed and it’s typically used for pitches only. Often digital work will get handled by people outside my team, and poorly. I’ve also tried presenting a commercial deck proving the revenue brought in by integration to our COO. Still nothing changed.

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Posting as :
works at
You are currently posting as works at

Is this a 2016 throwback post?

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They don’t see you as creatives. They see you as, at best, resizers and versions off their “films” - it won’t ever change. Only way is go somewhere else and change your title - specialize in digital but don’t make it your title. The industry failed itself decades ago. Instead of creatives defining digital becoming ecd at traditional shops, the reverse happened or “digital was integrated in and never as good as it could have been. It’s why you see Google and other platforms launching direct to client agencies.

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Accurate

And yet all the digital agencies (like ours) that tried to become traditional still don’t get the traditional campaigns while digital has been completely destroyed by performance. So I think they were correct not to appoint digital ECDs to head traditional shops.

That did happen. Eric Lipton. PJ Peirera. Etc.

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