Between the Lines: UK digital output lacks bite

With the exception of outdoor, UK agencies have not made a great showing at Cannes so far this week (page 3). But it is in the Cyber category that the shortfall is particularly evident. The two Cyber Lions went to Crispin Porter & Bogusky (for the second consecutive year) and Dave Droga's new agency droga5, with UK agencies managing a solitary gold between them.

It's a sad indictment of UK creative that we lag so far behind in a market that is becoming vital to the future of the business. Local agencies might complain about jury bias, but the truth is that not enough good digital creative is being produced by UK network offices or by the independent digital agencies.

Crispin Porter's success is in no small part down to its leadership in digital marketing. Campaigns from Burger King's "subservient chicken" to this year's Grand Prix-winning microsite for Volkswagen are using online to make brands work better. UK agencies might now start thinking about how they too can use online to make their businesses work better.

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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).