In recent months, we’ve seen rampant accusations in the ad industry — Direct marketers crying fraud at social media marketing types. New wave marketers decrying junk mail. Traditional shops and digital agencies licking their chops at each other’s inadequacies.

It’s not surprising. Everyone’s vying for their share of the proverbial pie, while the pie shrinks and more of us sit down to the table. And in some ways, this kind of competition can be good.

It forces each marketing discipline to push itself further — increasing efficiency, tracking results, measuring effectiveness — all toward the end of earning a larger share of the work.

But at some point, doesn’t this battle become unfair to the client?

At some point, this quasi-political infighting of Digital vs. Traditional isn’t even about the client anymore — it starts looking more like vendetta — one media trying to stomp another out of existence. And when that happens, everyone loses.

Print is not dead. Social media is not a scam. And "junk" can be avoided in any medium if it’s handled with care. The best brands and the best campaigns come from agencies combining their specializations toward a common purpose — from synergy breeding success.

And when advertising succeeds, everyone gets more pie.