What is a digital agency?

A year ago I wrote this piece for Manchester Digital's newsletter. It caused a bit of a kerfuffle, for reasons that will become clear as you read it:

"Who advises your clients on strategy? It probably isn't you.

Ad buyers wield the biggest budgets and the most power. A relationship with a long-standing PR company carries weight. Digital agencies come a long way down the list of influencers.

This is wrong.

The greatest influence should be wielded by those with the greatest insight and the most to offer. Digital agencies offer the greatest ROI. Only we can measure the success of on and offline campaigns. We have the clearest instincts about how to target anyone under 35.

Yet we have failed to grasp the reins of power. While we have worried about acronyms and aesthetics, traditional marketeers, adept at wielding influence, have been eating our lunch (and certainly drinking our drinks).

It's time for change. We need to recognise our ability to shape not just campaigns but our clients' whole sales and marketing function. Too often the digital industry is dismissed as artists, freaks and geeks. We should be recognised as the new emperors."

One year on, has anything changed? I like to think so. I've had conversations with clients in the last six months that have ranged higher up their internal management structure than before. I've seen clients clawing back offline budget to support innovative (and measurable) online campaigns.

The combination of changed economic climate and the continuing march of digital is driving digital agencies to the forefront. The question is, are all agencies equipped to advise at this level?