I’ve worked for some of the best creative shops in north america, and the biggest issues regarding digital integration that I’ve run into are: idea recognition and experience design.

Many creative-lead shops have established methodologies for coming up with great ideas, and have senior creative directors who might not have the experience to understand/ recognize good digital ideas. (That said, it often doesn’t stop the creative-lead shop at coming up with original ideas that work within the digital space.)

If traditional agencies want to be the future of digital, I think they need to invest in experience design & experience strategy.

Learning how to do this, and effectively integrating those UX evangelists throughout the agency will ultimately determine those agencies that move the industry forward.