Digital agencies are banding together to form their very own trade group. Not that the industry is hurting for another, but digital executives believe there is an increasing need for their own forum.
The Society of Digital Agencies will join a large crowd of advertising industry associations.
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With holding companies knocking on their doors, complicated contract negotiations to navigate and the ever-present threat of losing top talent, the burgeoning digital-agency business is facing new challenges.
The association, to be called SODA, or Society of Digital Agencies, is the brainchild of Freddie Laker, CEO of the interactive agency iChameleon Group. It's expected to launch officially within the next three to four months.
Download the chart above to survey some of the myriad industry groups it will be joining.