1. The term “digital agency” as a catch all for doing everything digital not matter what the discipline will start to lose relevancy. As PR, brand, direct and design agencies all develop digital skills “digital” will just become a specialism within those disciplines.
2. Consequently roster agencies based on channel will become redundant as clients look to task based allocation of accounts, covering disciplines and channels.
excellent article by Giles Rhys Jones. read more at his blog.