Throughout my career, I have worked at both “traditional” and “digital” shops. My current agency would fall under traditional but also offers digital services. Our process, roles and skillsets seem way outdated but I wasn’t sure if it was just my opinion or if this is just how it works. For example, we have no CTO or tech leads. Our digital producers feel more like project managers than actual producers. Account Management is just traditional, no real digital knowledge. Feels layered and dated.

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This has definitely also been my experience. The digital maturity of traditional ad shops is the lowest I've found anywhere in a career that's spanned everything from traditional agencies to consulting firms to digital design agencies to client/industry. I believe this is because traditional creative-led advertising people fundamentally do not respect digital and thus fundamentally cannot understand it. I've often found it to be rooted in the same kind of reactionary thinking that led the ad creatives of the 50s and 60s to scoff at television, and look how that turned out.

Agree. They should just be more honest about the type of digital they’re good at. TBH it’s pretty obvious the stuff they shouldn’t be let near even if they say they can.

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