'Great Race' Between Traditional, Digital Shops

Clients generally distrust their traditional agencies when it comes to digital, but they're still wary of handing over the keys to overall brand strategy to the Web specialists, according to a new survey of marketers.

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Clients generally distrust their traditional agencies when it comes to digital, but they're still wary of handing over the keys to overall brand strategy to the Web specialists, according to a new survey of marketers. Forrester Research conducted a "state of interactive agencies" survey of about 100 global interactive marketers. It found just 23 percent believed their "traditional brand agency" is capable of planning and managing interactive marketing activities. About 46 percent did not believe them capable, with the rest neutral on the question.