Between the Lines: The digital war continues

News that Ikea has charged Agency.com with above-the-line ad briefs should send shivers down adland's spine (page 3). The digital agency is leveraging a healthy relationship and its creative and strategic ability in order to handle what would historically be an ad agency's account.

For now, digital agencies seem to be more successful at stealing ad briefs than the other way round. But down the line, once the ad agencies have got their acts together, digital agencies will face a much tougher opponent. In the US, it's ad agencies such as Crispin Porter & Bogusky and Goodby Silverstein that are creating the most exciting digital campaigns.

Historically, ad agencies have enjoyed more trust from the client community than their direct marketing, digital or media peers. If this is to continue, they must fight hard to get their in-house digital expertise up to scratch.

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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).