Who will own Digital Marketing?

I spotted this article today: AdAge named IBM’s Interactive Experience the largest Digital Agency in the world. Being “largest” of course does not mean “best” but it is an interesting trend: I think what it says is that the world of communication is becoming so fraught with information technology to be about to be taken over by technology firms.

True, technologists do not understand communication, nor are famous for their creativity, but they have the moolah to pay top dollar for these important ingredients which, at the end of the day, are made up of people.

And if technology firms become attractive for key creative and communication talent, goodbye agencies!

More on this (maybe) in a few weeks…



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