A small ad agency in Stockholm, Sweden named Honesty
announced today that they were eliminating all digital titles and forcing
everyone to work on digital and mobile advertising. As AdAge reports, the CEO of Honesty expects
that this is the way all ad agencies will operate in the future. While I am no advertising expert, I think it
is pretty bold to predict that specialists will be eliminated in favor of
generalists in any industry. This being
said, there do appear to be obvious benefits of combining the roles, assuming
that those working with traditional media have the digital know-how. I would imagine that the reason the roles have not been combined elsewhere is because those schooled in traditional advertising do not yet
know enough about digital and mobile advertising, but this should change over
time.
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