It appears that the need/opportunity to address digital signage, interactive touch screens, mobile, social media and other emerging technologies has finally pushed the agency world to get off the starting blocks.  One of two very predictable models is being put into motion at many of the U.S. agencies:

1.       IN HOUSE DIGITAL MEDIA DEPARTMENT

·       The creation of an “emerging technologies” team - Responsible for building out the business model and creating alliances with strategic partners, private label networks and even reseller relationships.

·       The expansion of the current “digital team,” which has historically addressed web, online, social media (with the help of PR) and broadcast, to now include support of, but not limited to: digital signage, interactive touch screens, RFID and Tags.

2.       OUTSOURCED “VALUE ADD” TEAM MEMBERS

·        Viewed by clients as part of the team, but in actuality are digital media experts brought on board as needed to assist in the mapping and deployment of a client’s specific environmental needs, while the agency manages the creative strategy and overall design of the communication

The industry has been watching agencies dabble in digital for some time and it would now appear that to effectively meet the needs of their customers, agencies have been driven to create “digital” business models that can generate a profitable revenue stream while providing the service and quality their clients have come to know and rely on.