"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.
Tuesday, Aug 17, 2010 Updated at 11:04 AM PDT