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1. Hi Mitch,
   I enjoyed this podcast. Joseph and yourself made some terrific points with respect to traditional vs digital. You are correct in 5 to 10 yrs traditional media, as we know it today, may not be driving the marketing industry in the way that it does today. But here’s my perspective on the topic…
   Its not necessarily that digital is all around better than traditional, but it is far better at certain things. These things being providing context, relevance, predictably, accountability, and enhanced metrics that tie actions to sales or specific conversions.
   When the topic of agencies are added to the mix I think it becomes more complicated than traditional versus digital because what we are seeing now is the morphing of both disciplines. Traditional marketers and the traditional agencies that they hire are beginning to speak the language of digital-which is relevance, accountability, and etc. Furthermore, if we look at the composition of the 5 or 6 agency conglomerates it is clear from the recent acquisitions of digital agencies and even online ad networks/servers that they are beginning to “get it”.
   The problem is that even in the midst of doing this these organizations are often having to deal with the challenges that come from being so big and disjointed.
   The problem with the digital only agencies is something that I heard one of you guys mention on the podcast, which is that too often digital agencies are still doing the same thing that traditional agencies do which is sell the sizzle in a way that is disconnected from results
   So the ultimate agency of tomorrow, in my opinion, will be neither digital or traditional (sorry for being so “cliche-ish” too) instead they will be media agnostic and will simply speak the language that was introduced to us by the Google’s of the world-which again is relevance.
   On a brief and final note one of the digital thought leaders that I believe has done a great deal to advance this conversation is Chris Vollmer.

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