Paul Frampton, managing director at Havas Media (subsidiary of Havas, sixth-largest advertising and communications group worldwide) has made some bold statements regarding the perception and future of digital agencies in an interview with Campaign magazine.

"2013 should be a year when the word "digital" is dropped. Digital is the new normal and the days of digital planners and strategists are numbered. Every department in an agency should be doing digital; planners should be planning it, buyers should be buying it."
"There are still two types of people – those who blag their way through digital and those who genuinely embrace it, and the former are holding back their agency and the delivery of truly integrated planning."
"Too many agencies still place their real-time bidding, mobile, search and data teams in separate buildings to their planning and strategic fraternity. Any planning framework without digital insight baked in is out of date. Any strategy team without content and data skills will struggle."
"Data (for which read "insight") is the number-one priority for both chief marketing officers and chief executives in 2013, yet how many media agencies have a clear strategy for integrating data into their day-to-day planning?"

Frampton is clearly disillusioned with what he describes as "out of date" methodologies and practices and pulls no punches regarding his philosophy for agencies in 2013. You can read his full interview here.