Today, on top of going to a traditional agency for offline projects and an interactive agency for online initiatives, many brands are seeking out several agencies with specific expertise in certain areas. Because of this, the problem of consistency and coordination becomes greater than your interactive agency playing nicely with your traditional ad agency. Just as it is difficult getting your internal teams to coordinate efforts and speak the same language, getting your agencies to play nicely can be a challenge-- but one worth undertaking.

Author notes:
Jeff Hilimire is president of interactive marketing firm Spunlogic. Read full bio.