Between the Lines: Digital finally comes of age

Has digital advertising become a serious player at long last? Campaign's first ever Digital Awards (page 1) took place during a week in which the sector took some significant steps towards adulthood.

The money being poured into the internet is enough to make traditional media owners' eyes water - according to the Internet Advertising Bureau, online adspend has now overtaken that of outdoor (page 5). Not only that, but agencies now feel secure enough to resign an account that is no longer working for them. Glue waving goodbye to Pot Noodle (page 3), the account that helped build its creative reputation, shows digital agencies will no longer bend over and take whatever clients dish out just to be able to say they work for a high-profile brand.

The fight to be taken seriously is not over yet - too many clients insist on holding pitches for one-off projects despite the fact that the best agencies often refuse to work on that basis. Clients must recognise that the balance of power is shifting if they want this year's award-winners to work on their brands.

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