I would say no. Which makes our neatly devised offline walls between marketing discpilines quite redundant. Digital is the first 'meta medium' we've known.
It was about response from the day one (the link was there all the time). It has moving images, it has photography, it has 'pages' that need to be designed, it has sales promotions and is a specialist technical discipline. Not to mention the 'viral 'effect. But that doesn't mean that it will be owned solely by ATL, nor DM, nor SP, nor PR, nor design, nor digital pureplay agencies. It will be owned by all of them.
Of all, DM agencies should be able to seize digital opportunities more than other agency 'species'. Many of the requirements that digital brings DM agencies are already close to. It is their historical chance. Whether they will spot it and sieze it, is another matter. Pigeonholing themselves into 'digital direct' is certainly not going to help.
