The trade group said the Digital Board will help "members address the unique challenges and opportunities that digital agencies face today -- and in the near future." They include "the impact of technology ... as well as best practices for developing digital creative and services."
Specifically, the 4As cited development of education and training programs; working with the 4As Washington office on industry issues before the government, including behavioral targeting; and providing "perspectives on how traditional agencies can better transition to new agency models."
Nancy Hill, 4As CEO, said "agency leaders must continually educate themselves on how best to solve a client's business needs."
"The issues that digital agencies face are quickly becoming issues that challenge our industry at large," said Greenberg. "In the not-so-distant future, digital will be the core of all agencies."
Joining Greenberg on the board are Carla Hendra, CEO, Ogilvy North America; Clark Kokich, CEO, Razorfish; Laura Lang, CEO, Digitas USA; Jonathan Nelson, founder and chairman, Organic; and David Sable, vice chairman and CCO, Wunderman.