In 2024 “Digital agencies will disappear from the industry landscape.”
That was the prediction from Forrester in October last year. It was in reference to the impact of AI, and how all agencies will use it to stand up their own ‘digital’ offerings.
Now that we’re halfway through the year, of course that hasn’t really happened and swathes of agencies haven’t just disappeared (or totally reinvented themselves).
It’s the sort of sweeping, attention grabbing statement that makes for a great headline quote in a report before next years round of predictions.
That all being said, there is a time in future where the underlying idea comes true. That being able to execute across connected platforms is a hygiene factor, and all agencies actually have to have some level of marketing nous to compete.
And for most agencies I think this prediction is already true:
“This leaves pure-play digital agencies with the reality of digital sameness and commoditisation.”
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