Opinion: From Our Readers - ... otherwise you're missing the point

While it's heartening to see the agency community making aggressive moves to address the rise of social media (News, 6 February), I cannot help but believe creating separate divisions is rather missing the point.

In truth, delivering compelling and effective online campaigns is already an essential component of the communications consultant's 'toolkit'.

The ability to deliver such campaigns should sit at the heart of every agency. In short, if every consultant in an agency cannot advise his or her client on online strategies without having to resort to calling in someone from the 'digital' team, then they won't be doing their job properly.

Clive Armitage, CEO, Bite Communications

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