Adobe joined forces with a group of 18 worldwide digital agencies to form an industry association named Society of Digital Agencies - SoDA.

SoDA aims to be the voice of the interactive industry worldwide, advancing the industry through education, knowledge sharing and advocacy.

A very interesting initiative, that will discuss issues facing the world of digital marketing and design, like the distribution of content and the impact of technology on media budgets.

The founding agencies are: AgencyNet, Big Spaceship, Blitz Agency, Domani Studios, Exopolis, Firstborn Multimedia, Grupo W, iChameleon Group, IQ Interactive, Juxt Interactive, Lightmaker, Mind Comet, Odopod, Schematic, Struck, WDDG, WhittmanHart and 360i.

Agencies like group94, North Kingdom or AKQA should have been involved too, but for sure others will enter this association soon.

When powers like these are put together, great things should follow, so let us wait and see what they're up to, for now.