Last week’s Forrester Report on US Interactive Agencies got a lot of press due to it’s assertion that leading interactive agencies have matured to the point where they are finally getting a seat at the table with top marketers. More notably was the key finding that interactive shops are starting to replace traditional agencies in leading their clients’ marketing strategy.

I think the trend Forrester notes is undeniable.

One interesting thought exercise would be to consider what this shift in the agency food chain, if fully realized, would mean for Hispanic agencies. Considering that few Hispanic shops have robust digital capabilities, coupled with the increasing pace of technology-driven media changes – might this trend further their marginalization?

What do you think?

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