In the early 2000s, larger ad shops were acquiring digital agencies in the quest to push for richer analytics and a clearer understanding of how online can better integrate with offline. But now the tables have turned, as many digital agencies are acquiring these traditional shops and becoming increasingly “full service” agencies of record, and winning BIG as a result. McAfee hired Tribal DDB as its AOR in 2008, AKQA was named the lead agency for Nike India in 2009, and SapientNitro won Target and Coca-Cola, just to name a few examples.

Are emerging digital agencies ready to become full service and take on the big ad shops as agencies of record? Is the “traditional” agency model dead in the age of online? Hear from a senior corporate strategist, digital agency, traditional agency, advertiser and major brand on their thoughts of the digital vs. traditional battle.