Campaign reports that the future does not look rosy for Britain’s digital specialists. It comments on the latest bleak figures from AAR on the amount of pitching activity taking place, the decline in the number of digital-only reviews is particularly dramatic”.
Activity in this area shows a drop of 17 per cent in the first nine months of the year compared with the same period in 2013. Does the recent shopping spree, which has seen a number of digital specialists being bought by major marketing communications groups, suggest that mainstream agencies have got their digital acts together? And, if they have, what is the likely impact on the digital independents that remain?