Digital ad agencies are here to stay.

Conventional Advertising agencies have been leading overall brand strategy since their dawn, while digital ad agencies are relatively recent to the mix. There are however, conventional ad agencies that have aquired small digital shops or grown the talent right under their own roof and have all the right mix.

Digitally integrated advertising agencies should lead overall brand strategy for marketers in the next 5-10 years. Marketers are realizing that offline and online have to be integrated, and agencies with the leg-up are those with all criteria:
conventional agency processes, strategic capabilities, emerging channel expertise, forward-looking creative vision to meet clients' demands, strategic web design and UI, robust measurement and analytics capabilities.