Big Ad Agencies Play Blog Catch Up

It's a fact of life that the larger ad agencies move slower than the smaller nimble ones, often resulting in the gobbling up of said smaller agencies to fill skill voids. Could it be a case of trying to claim the blogging turf when Wayne Bickerton head of partnerships and emerging media at Diffiniti (formerly Carat Interactive UK), is allegedly quoted as saying:

"agencies are best placed to provide clients with advice and consultancy on blogs because they are involved in the overall communications strategy that brand blogs should fit into. We would never sell blogs on their own, they are just one part of what a company should consider doing,"

Stuart Bruce of Bruce Marshall Associates who talks about the above comment in his post , quite rightly sees the implication " Wayne Bickerton is talking about the big ad agencies."

I don't think anyone disputes that blogs should be used as a tool, in combination with a battery of marketing methods, but this does strike me as a typical protectionist stance by claiming to be a "jack of all trades" rather than accepting that certain specialist knowledge may have to be sought from outside.