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Byline: Zweli Mokgata
aquaonline Best of both worlds Rapid changes in the marketing environment are forcing digital marketing agencies to reassess the scope of their expertise, says aquaonline MD Brent Shahim.
The merger of digital specialist aquaonline with customer relationship marketing (CRM) agency Wunderman both subsidiaries of the global WPP communications group has created a partnership offering the best of both worlds, he says.
Shahim says the marketing world is moving away from channel-specific agencies to channel-agnostic ones; in other words, agencies driven by what clients want rather than by what they themselves choose to provide.