Why are digital agencies not winning awards?

But looking back on the year’s accomplishments, one curious truth is apparent. Although digital is on the tongue of every professional out there, creatively, digital agencies aren’t winning awards. What’s more, the 2009 edition of The Won Report - an annual analysis of the world’s best direct marketing and digital advertising - predicts that in 2010 digital agencies will no longer own the online space. It suggests the best digital work has consistently come from traditional agencies, with digital specialists running the risk of becoming production houses.

Take the report’s top winner, CumminsNitro’s ‘Best job in the world’. The campaign took home major awards in direct marketing, digital, integrated, and alternative and innovative categories, but it’s not distinctly classified as a digital campaign.

According to Wayne Pick, ECD of Rapp NZ: "Mainstream agencies in the past 18 months have beefed up their digital offerings and are incorporating it into the fabric of campaigns now."

Within the last year, traditional agencies such as Fleishman Hillard, Ogilvy PR, Weber Shandwick, OMG, Maxus and Mindshare have all incorporated more digital know-how into their operations with executive digital hires. Digital agencies on the other hand, have also been seen to invest in creative hires.


Industry Comments:

"Great digital work is often just part of a campaign's wider package, this may be why it is acheiving less recognition."
Wayne Pick, ECD, Rapp NZ

"We will continue to see creativity exploiting the potential of technological breakthroughs. What excites me most of all: what can be imagined in the digital space can usually be achieved."
Pete Moss, ECD, Ogilvy One

"Great creative executions online are about nurturing consumer relationships over a period of time, rather than the impact of a single powerful image or a 30-second slot."
Nick Fawbert, Managing Partner, Third Space Consulting

“The digital solutions are often in support - behind the scenes, ensuring that interactivity happens and can happen reliably for consumers who seek to get involved.”
Robert Limb, MD, Rapp NZ

"The focus on success has quickly shifted from ‘creative’ to ‘campaign’, as integrated thinkers are stepping up and broadening the impact of great ideas."
Lee Smith, Digital CEO, OMG APAC

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This article was originally published in the 28 January 2010 issue of Media.