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As technology continues to change the marketing landscape, traditional agencies and digital shops are in a struggle to improve their services to become a “one-stop-shop” for clients marketing needs. Traditional agencies are scrambling to add digital expertise, while digital shops look to take the reigns as lead agencies.

So who is winning the race? According to the Adweek article, “Great Race Between Traditional, Digital Shops”, recent surveys by Forrester Research found just 23 percent of marketers believe their traditional agencies are capable of executing interactive marketing. While this bodes well for digital agencies, just 22% of marketers believe their interactive agency is ready to ‘lead their brand.’ With the opportunity out there, digital shops will need to continue to expand their service offerings, while re-positioning themselves as full-service agencies that are capable of taking the lead for their clients; handling production as well as strategy.

Although most interactive marketers would prefer one agency to handle it all, according to the MediaPost article, “Forrester: Few Brands Make Just One Stop For Interactive Shops”, don’t expect to see this happen. Based on another report by Forrester Research, multiple agencies are the key to success because the increasingly complex landscape and infinite possibilities are requiring marketers to tap multiple agencies to stay ahead of the game.

While traditional and digital agencies continue to jockey for position expect to see organizations having even more agency partners to keep them ahead of the curve and handle their growing responsibilities in an increasingly complex marketplace.