Between the lines: Digital media makes sense

Agency Republic's decision to launch a standalone digital media operation rather than keeping its buying in-house (page 3) makes sense in a market that, despite all early indicators, has yet to really embrace full service.

The number of genuine full-service digital pitches remains minimal, despite the fact that, in theory at least, full-service agencies are best placed to ensure media and creative work together to exploit what is a changing medium.

Advertisers, however, are far more used to splitting their media and creative and, with a few exceptions - including O2, an Agency Republic client - tend to pitch creative and media accounts separately.

As a result, the full-service agencies, even those with strong media offerings, such as Profero, are frequently overlooked when big digital media-only pitches come up. By building a separate brand to handle media, Republic hopes it will be able to develop the scale to be considered for large-scale media pitches alongside the likes of i-level and the digital arms of the traditional media agencies.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).