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Jan 19 2011
Last year I did a lot of training and consulting work with advertising agencies. As the market is changing and dollars are shifting towards digital Ad Agencies know that they have to get hip to digital but they usually don’t know where to begin.
Ad agencies need digital training, perhaps more than anyone since they are increasingly looking to sell digital services.
Rising to meet the escalating demands for digital, most of them are now requiring that almost all of their employees develop digital skills. According to a recent Wall Street Journal article, the bigger agencies are spending roughly $750,000 to $1.5 million on digital training programs this year.
“We can no longer just acquire [digital] firms; it’s just not good enough,” says Bob Jeffrey, JWT’s chief executive.
Ad agencies need to keep their digital skills up to date if they want to continue to provide the best integrated solutions for their clients. The big agencies see this and are making the jump (and spending lots of money to make it).
The reality is that spending is shifting to digital, and the best solutions that agencies can provide to their clients are integrated – digital and traditional seamlessly support each other.
Digital shouldn’t be an after-thought. It should be included. Hiring a niche social media or digital firm to support the efforts is a short-term solution. Thinking comprehensively about traditional and digital is required for long-term success.
So if your agency hasn’t invested in training yet, you are already behind the 8-ball.
In working with countless agencies, these are the key areas that you should consider:
So consider putting your agency through a Boot Camp so that you can continue providing the best solutions.
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