With the Yahoo/Google partnership, many search agencies seem to realize that they may not has as much to do. So, what to do instead? Well, focus on Social Media!
Yesterday, GroupM announced a new Social Media arm, fueled out of Outrider, until now, a predominantly search focused agency: http://www.adweek.com/aw/content_display/news/e3i2da171c37e1d75e234cdcc9d4f7f5b66
They are not alone. Reprise Media, 360i, iCrossing and others have also gone down the path.
Why?
Engagement. These shops specialize in getting people to take action, and in social media, that means engagement. Will be interesting to see how this shakes out.
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