Traditional Shops' Digital Skills Deemed Unimpressive

http://www.adweek.com/aw/content_display/news/agency/e3ief7f94880dc0982e5c91d396dccf42a3?imw=Y

Traditional Agencies are continuing to invest in digital talent and services but, based on a new survey from RSW/US, clients aren't that impressed with the results.Ask to rate their traditional agency's digital skills on a scale of 1 to 10 -- with 1 equating to "poor" and 10 meaning "excellent" -- only 3 percent of the 277 client executives polled chose excellent, and almost half - 47 percent -- ranked their shops between 1 and 5.The finding in the latest study, "A Client's Perspective on Agencies," mirrored that of a September RSW/US report, which illustrated a disconnect between how clients and agencies view their skills in social media. In the previous report, less than half of the client respondents agreed that they are "cutting edge" in the use of social media, compared to more than three-quarters of the respondents from public relations agencies and two-thirds from ad agencies.