UK situation
By the way of what Ionut wrote in the previous days (actually, yesterday) regarding the advertising agencies and the Internet, here is what Seb Royce (jury member at the Cyber section and Creative Director at Glue London) said in the last issue of Campaign (an article containing opinions about Cannes Lions):
“It’s time to stop pretending that we support the digital and to start allocating a proper budget for this area. And I’m not thinking only at the media. Comparing with the money spent outside the Internet, the budgets for production are still really low when it comes about the digital field, although the Web world will become very soon our main communication channel.
In Great Britain we face the risk of getting stocked because - in spite of the fact that the traditional agencies are aware that they should focus more on digital - they don’t have the necessary know-how to do it, while the digital agencies are well-trained in this field, but they do not have the necessary financial resources.”