Not to be a cynic here, but is this something new?
“As clients increasingly demand proof of ROI on their marketing investments, agencies are scrambling to beef up services in search marketing, direct and customer relationship management. Many are meeting this need by buying specialist shops.”
Seems to me that there is a land rush for digital agencies because that is were all the GROWTH in the advertising business will be concentrated over the next 10 years. If you are one of the big six and underrepresented in digital – you will definitely lag your peers.