Archive

Archive for March, 2010

Technologists are Vital to Agency Success

Can agencies be successful without strong technologists?

Many digital agencies are quickly coming to terms with this issue.  Even the best of traditional agencies would have to admit that it is very tough to realize true success in digital efforts without significant technology capabilities.

The sheer number of digital technologies has exploded.  Looking at the expanding landscape of programming languages, tools, application types, and rapidly growing new delivery channels such as mobile & digital signage, combined with increased demand for analytics and measurement on all fronts, and it is easy to understand why agencies must look to take a more holistic approach to technology.

Gone are the days where great creative resources leveraging simpler, visual web development skills were enough to get the job done.  In addition to creativity, it now takes the ability to work across multiple technology platforms and apply skills such as technical feasibility, strategy, architecture, integration, reusability, innovation, and good old-fashioned R&D to thrive in today’s tech-laden world.

Strong technology capabilities are not something agencies should merely outsource and call upon on an as-needed basis.  They must be in-house and involved early in the creative process.  A recent AdWeekMedia special report, The New Tech Heads, underscores how in-house technologists are helping to transform agencies.  With titles such as “Creative Technology Director”, these resources complement agency creativity with IT-based production and problem solving skills.

The bottom line benefits of technologists to agencies and their clients include better ideas, more innovation, less production headaches, and ultimately a much better digital experience for audiences.

Do you agree that technologists are key to agency success?  Disagree?  I’d love to hear your opinions.

– Jim S.

Advertisements