Digital: just another media channel?

Wow... I was a bit cross when I wrote this.  But it does seem like we still suffer from the same complacency; just recently another media agency person was quoted saying the 'natural home' for digital was in the media agency.  With this sort of self-satisfied smugness, no wonder we were able to take hundreds of millions of pounds of business away from the traditional agencies over the 11 years we ran i-level.