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.