• by Wayne Friedman , July 19, 2010

Cory Treffiletti, president and managing partner of Catalyst: SF, at the OMMA Ad Nets conference, questioned whether too much automation in the digital world may be creating a different role for digital media agencies.

"We a spend on labor; I don't see that going away," says Dave Martin, senior vp of media for Ignited. "I want my clients to need me -- whatever it takes."

This means even if the agency doesn't always makes money on it. That also means meeting and learning many new technologies and platforms to give clients the most alternatives.

"We want our clients to see us a valuable partner," says Martin.