"We need to have internally sufficient expertise in this space in order to be able to talk to our clients in the right way. Then, I think it's a case of . . . we might need to bring in deep (specialists), whether that's in mobile or shopper marketing or whatever the specific area is. But until you have a degree of understanding in the business itself, it becomes more difficult to find partners to work with," David Eastman, worldwide digital director and North American CEO at JWT, told AdWeek.