1) Traditional media such as broadcast, print, and radio are declining while digital media such as digital video, citizen journalism, and digital radio are growing. 2) Brand marketers want agencies that have a strong understanding of the digital space and can engage consumers through new digital technologies and measure the success of campaigns. 3) Digital represents a cultural shift from consumerism to citizenship where messages become ongoing responses to public opinion within social networks. Marketers are looking for guidance through this change.