Racheal Lee
Sep 27, 2012

To integrate, or not to integrate digital capabilities?

ASIA-PACIFIC - The advertising industry has seen a massive digital convergence over the past few years, with creative, media and public-relations agencies all offering digital services. But how far should digital re-integration go, and does it really matter to marketers?

Is there true integration in the digital sphere?

Digital, especially social, has been the silo breaker between creative, media and public-relations agencies. The usage of digital has resulted in overlapping functions of agencies, and the issue of integration toward full-service agency offerings is being brought up again, following the fragmentation trend of the past 20 years.

While creative, media and public-relations agencies seem to be playing for the same pie in the digital sphere, they are coming from different legacies and motivations, and...

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