Digital?

Is it still relevant to use the idea of a digital agency? I mean since the option of being offline wont existing soon I dont think there can be agencies describe themselves as digital. 

A good idea or insight is good only if it can come across all the platforms (at least). Im sure that an efficient strategy cannot be developed separately after the "classic creative work" is done.

At our agency it happens quite often though. As DDB we have Tribal, our digital sub-agency. It means 2 persons. And the process is always the following: planners: brief  › creatives: creative concept (› if online presence is a mandatory(!) it goes to Tribal) › everybodys upset:

- creatives dont like the idea of giving away the control of THEIR concept

- the digital guys dont get the creative concept

Feels like lack of communication. 

Im not saying digital experts are not needed. But simply talking to each other and being involved can save so much time. 

Its like the planners, creatives Venn-diagram: working on same idea together but from different approaches.