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After struggling in 2001 along with most other publicly traded marketing companies—a downturn reflected in dismal financials reported last week— Dig itas is entering a crucial phase that could determine the company’s long-term viability, industry analysts said.
“We did what we had to do” last year in terms of layoffs and contractions to stay competitive, said agency chairman and CEO David Kenny, who added that no further cuts or office closings are anticipated.
In its second year as a public entity, Boston-based Digitas re-moved about $100 million from its cost structure through personnel layoffs and real-estate machinations.
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