• The New York Times, Monday, May 9, 2011 2:16 PM

Stuart Elliott writes that Interpublic's R/GA has added services like data visualization and event marketing as part of its efforts to stop marketers, other agencies -- and reporters like Elliott -- from labeling agencies as "traditional" or "digital."

R/GA, a digital agency...er, I mean ad agency...had already offered such services as brand development and relationship marketing - and even the creation and production of television commercials -- in addition to mobile advertising, social media advertising, and, yes, "digital ad work for clients like Nike and Wal-Mart."

Bob Greenberg, RGA chairman, chief executive and global chief creative officer, tells Elliott that RGA's aim is "a new model of an advertising agency."  "Everything is digital now," he tells Elliott, "disrupted by technology."

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