The dawn of the digital age brought little change to the traditional advertising agency techniques and culture. Web 1.0 simply equaled Mad Men 2.0.
However, the modern digital age transforms traditional messages into conversations that are more specific and more relevant, targeted at answering questions for niche audiences. The old formula for creating ads just won’t accomplish this. Today, it’s all about content, and being able to respond rapidly and fluidly to changing tools, markets and trends. That’s what sets small, lean agencies (David) apart from large, cumbersome Goliath agencies.