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NEW YORK If these jobs could be found in the classifieds, the ad might read: Seasoned digital expert needed ASAP; Web exp a must, proficiency in mobile, video gaming, finding next YouTube helpful. Responsibilities include crafting agency strategy for digital future.
Both holding companies and individual agencies are tapping high-level strategists to serve as digital czars in hopes of catching up to the obviously changing media landscape. If agencies didn’t get the message that they needed to step up from the Forrester Research report released last month, which said half of clients feel their agencies aren’t suited to help them with digital media challenges, they did when word came that the Wieden + Kennedy-Nike marriage is on the rocks because the shop lacked sufficient digital expertise.
“Every client is going to have the same kind of situation happen within two years,” said Bob Greenberg, CEO of R/GA.
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