The document discusses the rise and predicted fall of digital agencies. It notes that specialized agencies for different media like outdoor, print, radio and TV never lasted historically. Digital agencies emerged to help traditional agencies with the new digital landscape, but marketers now understand digital and want ideas that work across platforms. The document predicts the death of digital agencies that cannot deliver 360-degree executions, and argues agencies should be platform-agnostic and focused on solving business problems rather than a single medium.