A study commissioned by Avidan Strategies reveals that CMOs are not thrilled with their agencies. That’s probably nothing that comes as a shock as we’ve seen major shake-ups in the industry in the past few years. Agency consolidations, big accounts moving over, publishers becoming agencies and clients taking things in-house. Not to mention the fact that the way people consume media has changed at a breakneck speed that makes it a challenge just to keep up, much less innovate.

But what I found shocking was the dissatisfaction with traditional agencies and their ability to integrate digital into the comprehensive media strategy. Still? Only 38% of the clients surveyed were satisfied with the way their agency handled digital integration into their strategy. I’ve been traveling around all year giving speeches to industry professionals on the changes in the ways people consume media and how it requires agencies to adapt, evolve and think of new ways to strengthen relationships with their clients. I guess I’ve just been taking it for granted that what I was talking about was elementary and agencies were much further along in integrating digital into their strategies. Not so, according to clients.

The vast majority of clients feel that agencies are struggling to change their business model and, so far, are playing catch-up with interactive agencies. Clients simply do not see traditional agencies as adjusting well in an era of rapid technological changes.

When we started Broad Street Interactive, it was to bridge that gap. We knew that digital budgets weren’t always big enough to warrant taking on a designated digital agency and we knew agencies may not be ready to commit to hiring a full digital team of strategists, creatives and media planners just to focus on digital. We partner with agencies to provide that missing link.

We build relationships with our clients so we can provide input and digital strategy with them. We don’t walk around telling them traditional is dead and alienating agencies (and clients), but we work with them to fit seamlessly into a media plan. Our goals are to do what’s best for the client…the end client. Our agency partners understand that in today’s world sometimes nimble groups of experts may not all work in the same building and in order to serve the client we may have to reach out to each other.

I feel sorry for the CMOs that said they don’t feel their agency is integrating digital in their strategy. I also feel sorry for the agency that isn’t actively pursuing relationships with digital experts to provide a whole picture of media from every medium that benefits the client and the agency.