Is it time to swap your agency?

Andrea points us to the WSJ.com which is running a very interesting story about Nike and its choice of marketing agency.

It is fascinating to speculate whether this is simply Nike exercising its right to change its agency roster - or whether something more significant - a trend - is begining to emerge.

“Industry executives say the move was a wake-up call……..The message is clear: No matter how talented an agency’s creative team or how well the client’s management likes the firm’s executives, the agency is of limited value unless it embraces digital media.”

This isn’t going to a one-off, and in B2B IT marketing many brands have to swap out their traditional incumbent agencies.