Are Digital Accounts Headed For More Consolidation?

This Ad Age article about Subaru caught my eye:

Subaru of America is moving its digital account from one of the industry’s hottest specialists, R/GA, to its Interpublic Group of Cos. sibling, Carmichael Lynch, Minneapolis.
The business moved without a review and was part of a consolidation. Subaru had no issues with R/GA, a spokesman for the automaker said, noting that it makes sense to have the entire account in one place. Subaru handed Carmichael Lynch its estimated $150 million national media and creative account without a review last fall.
The spokesman said Carmichael Lynch wasn’t equipped to handle the digital account a year ago, but it is now.

Are we going to see more of this? Will digital specialists like R/GA have trouble holding onto accounts if more general market agencies get their act together? Does it make sense to keep the entire account at one agency for integration purposes? Or can digital agencies start beefing up strategic thinking and take the lead on brands?
Look into your crystal ball and tell me what you see.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.