Digital Divide?

As I was getting lost in AdWeek.com I came across an article titled, "Closing the Tech Divide", with my growing love for digital agencies I decided I'd read the full article. It was pretty insightful. To sum it up- it was saying that digital agencies are really hot right now, but, the traditional agencies are just as capable of creating these great digital creation (Insert "Why Can't We Be Friends- War here). For example, good ole Crispin Porter + Bogusky won the Cyber Agency of the Year Award at Cannes this year. CP + B is an agency that has always been on top of interactive campaigns. They now have about 400 interactive employees. And they are considered a very traditional agency.

CEO, Bob Lord from Razorfish (AWESOME digital shop-- check out their work.. if you haven't already) said in this article, "I don't believe I'm in the business of creating brand perception," he said. "I'm in the business to create brand reality. Hopefully that feeds back into the brand perception, but I'm not in the business to create that. There are a lot of other companies to do that." Profound. This is what I feel digital does... whether it comes from a digital agency or traditional agency. It connects with the consumer is a different way. It is no longer a person sitting in front of a TV or radio. The brand is becoming real.

All advertising agencies intrigue me. Which is why it is my dream to work in one that I truly believe in. I don't think it matters if you are labeled traditional or digital or anything else- everyone can be capable of doing digital, and it is vital they do. As long as the agency, client, and consumers are ready to jump on and take the ride.