Agencies have begun to rely more on technology. People hammer the agency business and say it's broken. They don't have enough expertise in technology. But what happens when the agency needs to hire
technology strategists to drive these sophisticated platforms. How will the agencies step up, asks Cory Treffiletti, president and managing partner at Catalyst:SF. Dave Martin, SVP, Media, Ignited,
says margins are slim enough already. He doesn't think Ignited will swap out a media planner for a Ph.D., and pay more for the expertise. "We charge for time and doubt our customers will pay more,"
but how do these companies with Google when the Mountain View, Calif., company's core business is technology.
