On top teams’ (AKQA, R/GA, Razorfish, SapientNitro) back new players are appearing in a row, who don’t even come from the digital or traditional agency world. In recent years such new agency brands have entered the market that are owned by companies whose DNA does not consist of communication or creative knowledge. But for example, fields as business and technology consulting (Deloitte Digital, Accenture Interactive, IBM Interactive), marketing service (Acxiom, Epsilon, Experian, Merkle) or media service (Meredith Xcelerated Marketing).
The report of Kreativ.hu on the conference can be found here, in which Balázs Román writes about the performance the following:
“Gergely Soós, the founding owner of Neo Interactive talked about how now it looks the digital agency battlefield on the international market. In his view, one of the most important changes is that new entrants entered between the agency service providers, like business and technology consulting companies, marketing analyst firms and agencies of media companies. Neo’s owner examined what are the strengths and the challenges of these participants. For example, a classic advertising agency is strong in creativity, but not so much at technological developments, and thinking in campaigns instead of solving business problems. The companies with web agency experience are good at programming, online media planning and e-commerce, but classic creativity is not so much presented in their everyday. The consultants are approaching with a business attitude, but they are less good at creative designs, and are also expensive. The presentation was about that people who are moving in the digital service market make it better to be aware of what challengers are lining up behind them. "
