Digital to continue shaping media agencies - Starcom Mediavest

September 27th, 2007

Laura Desmond, CEO of media agency Starcom Mediavest, has outlined their continued dedication towards digital by stating that she saw more digital ad spending in the short to medium term. She continued by saying that she predicted that Digital will be the third biggest ad expenditure at the Starcom Mediavest Group, behind national and local TV.

Other members of the panel at the New York Times CEO summit echoed this sentiment. Nick Brien, the CEO of Universal McCann highlighted that he saw digital as fundamental in the evolution of media agencies. Other panellists from agencies such as Mindshare and MPG also echoed the shift towards digital, however the long lamented lack of talent within this sector was highlighted as a significant barrier.

From a digital marketing agency perspective it is both good and bad to see the media agencies continuing to embrace digital. I personally have argued for a while, that the online marketing sector as a whole needs to evolve, and the further dedication to digital by more established offline agencies can only serve to enhance online as a viable advertising solution to clients, and hasten the perspective of online as a fundamental part of a marketing strategy.

Whilst it is going to present agencies such as ourselves with more high calibre competition, in the long term, I think it can only be good for digital marketing as a whole, whether it be behavioural or search marketing

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