Great article from e-marketer on the evolution of Digital-only agencies and traditional full-service agencies. A few quotes:
“67% of marketers feel that digital-only agencies need to offer more traditional services to maintain relevancy”
..traditional agencies also have to become more sophisticated in their digital offerings and find the same deep insights that have set apart their digital-only counterparts.
However, according to the article number one factor that influences US marketers when deciding on a new agency (with 47% of respondents) is “agency specialty/type”.
Read more at http://www.emarketer.com/Article.aspx?R=1008373