Thanks to social media, old-school ad agencies are beginning to catch up to shops that specialize in digital-media campaigns, this article notes. Social-media platforms take the technological challenges out of digital campaigns, agency executives say, meaning creatives can focus on doing what they do best. "Digital used to be this thing that was a little more computer and Internet based. You had to know coding, Flash and HTML," says Edward Boches, chief creative officer at Mullen. "Now, what you have to understand is how consumers behave in relationship to content, community, technology and media."
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