The agency landscape has evolved significantly since I first ventured into advertising 15 years ago. Gone is the ubiquitous 15 percent media commission, the three martini lunch and the simplicity of set methods of reaching your consumer. Evolution in outdoor; radio consolidation; collapse of print and traditional classifieds; cable, satellite and channel proliferation; event marketing, word of mouth and product placement emergence have all greatly impacted the advertising landscape. It was, however, the advent of digital that has caused the major shift in the functional structure of advertising agencies.

Interactive agencies are different than traditional agencies. They are different in the way they are structured and their models for profitability. But at the end of the day you hire both to come up with great ideas - ideas that move your brand forward.

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