The Altimeter report observes too many agencies are stuck in the campaign mindset and fall back on single-channel expertise. It is ironic to read that "Digital agencies claim social agencies lack larger brand perspective," since that was exactly the criticism aimed at digital agencies by their traditional counterparts not so long ago. While agencies continue to struggle with the rapid changes in media habits and toolsets, they seem better prepared for the demands of convergence than many on the client side.
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