• by Laurie Sullivan  @lauriesullivan, July 11, 2011

As the digital advertising landscape becomes more complex, agencies and clients struggle to keep up. Aiding the transition, Jason Heller on Tuesday officially launches AGILITI, a consultancy focused on digital marketing operations management.

Strained relationships between clients and agencies led Heller to launch the company. The new firm aims to resolve relationship problems that clients and agencies often experience.

Think of the new venture as similar to a small digital-only version of McKinsey's or Bain's marketing practice, only with deeper experience on the digital side. As it relates to agency searches specifically, the company will compete with search consultants like Ark Advisors.

AGILITI sees itself as a mediator for the ad industry, optimizing the client-agency relationship. Like any challenged relationship, sometimes it takes an objective third party to help attain key goals and finesse obstacles.

Heller says AGILITI develops best practices for audits, assessing processes, people and technologies that clients and their agencies employ to manage large, digital marketing investments. The new shop also helps clients establish benchmarks to achieve their goals, as well as handling RFP and search processes.

"We bring a unique level of experience and knowledge to the table in this process, compared to a traditional agency search firm," Heller said.

Heller co-founded Mass Transit Interactive, one of the first digital media agencies, in 1998.