I like this article I read on why / how an ad agency should ready itself for change and want to share. It lacks a bit of the depth required to give real insight on how, but provides some very sensible things to think about.

The point I like the most? Agencies need to grow the talent they have on hand and promote understanding and integration of digital throughout the agency model. The current practice of putting traditionally-trained talent out to pasture is not sustainable. They don’t have to be (and shouldn’t be) fluid in code. However, digital chops need to be deep enough to develop a big idea centered around digital when the idea supports the need.

In the St. Louis office our art directors, copywriters, account teams and, yes, even the executive members grasp how an integrated campaign is now standard practice and embrace the medium.  Enjoy!

Jim Murphy
Director of Interactive Services
Hoffman | Lewis