An interesting article about why boutique interactive agencies are quickly being snapped up by big business. Companies such as Publicis have witnessed the worlds biggest advertisers have their brands defined on the web by small shops and now by acquiring Digitas they can take that business on.
"Internet ad spending world-wide is projected to grow 28%, or seven times as fast as other media, next year alone. By 2010, interactive marketing is expected to represent more than 10% of global ad buying, according to ZenithOptimedia, a Publicis unit.
People in the in the digital side of the business see this conglomeration of big ad firms and boutique interactive agencies as a boon. They believe that that when you have a big media buy with a web campaign already thrown into the mix this will give prominence to the Internet in large campaigns. "When you come up with a good idea and you pitch it to a digital shop, they are kind of boxed in by the number of dollars earmarked to the digital stand-alone shop," says Michael Barrett, chief revenue officer of News Corp.'s Fox Interactive Media. "If you have that kind of expertise resonant early on in the decision-making area, it helps our industry dramatically."
Digitas with their new global clout hopes to bring more big advertisers online, and continue to work with companies like Google, Microsoft and Yahoo in streamlining the technology that delivers these ads. One of their biggest hurdles now is hiring talent, going global needs man power.
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