As the Lines Blur, Digital Agencies Are Taking Lead

http://adage.com/agencynews/post?article_id=132026

While most clients still seek best-in-class specialists for every discipline, more are showing interest in digital agencies to serve as the lead on integrated communications efforts, consultants said. The uptick is particularly visible among marketers in the retail sector and other product categories where there is opportunity for e-commerce.

What's more, clients are becoming less and less fixated on the type of agency handling their ad accounts and more on the individual brains behind the marketing campaigns.