One of the problems facing conventional agencies is that they are still not well versed in digital knowledge and that they should adapt their structures and way of thinking to the needs of digital campaigns. It is hard for the them to adapt because their structures were built to deal with different problem solving and to operate in a specific manner, which is now embedded in their DNA. Learning new ways of operating and thinking will mean that they will have to change their essence, change that DNA that identifies them, and re-invent themselves. Furthermore, the enormous size of their structures, with multiple employees and branches, means that they are less flexible, and that change will require time. Many traditional agencies have tried to overcome this problem by benefitting from the small digital agencies “know-how” either by acquiring them or by assigning their digital campaigns to them. But has this been enough?
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