Digital agencies clash with big-brand shops

01/2/2012 | Chicago Tribune (tiered subscription model)

The rise of online advertising is putting digital ad agencies on a collision course with big-brand marketers, experts say. Digital agencies are getting so much business that they're increasingly able to take on old school marketers on their own ground, while big-brand agencies are rushing to develop their own digital divisions. "It's a race to the middle. The big-brand shop is trying to grow the digital thing; the digital shops are growing into the brand space," said Digitas Chicago creative director Kevin Drew Davis.

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