Advertising agencies may be shifting toward becoming one stop shops for online and offline advertising needs, but marketers aren’t buying just yet. According to a new study from Forrester, only 23% of digital marketers think that traditional shops are capable of executing interactive marketing.
But digital shops aren’t taking over the world just yet. According to the study, interactive marketers aren’t ready to put their whole brand in the hands of digital agencies. Forrester says there is a “great race” going on between digital and traditional agencies to win the accounts and confidence of major brands. But the idea that there can be a one-stop-shop for all advertising needs may be wishful thinking as goals and channels diversify.