As the industry wrestles with ways to keep itself and its clients’ brands relevant for the next 20 years, digital is at the centre of all marketing conversations and can no longer be seen as a separate space. While spend is dramatically being shifted towards digitally enabled content, digital campaigns are seldom relevant as a standalone delivery. Put in a slightly different context, any digital solution is more powerful when integrated and considered within a through-the-line context – or in the full context of every medium that connects consumers with brands. Today’s era of marketing marks the beginning of the end for digital agencies and, relatively soon, it may be no more relevant to have a digital agency than it would have been 15 years ago to have had a radio or print agency. Digital is such a layered and pervasive conversation – it’s like oxygen, it’s what we breathe every day and in every marketing opportunity that we approach. Surely it must be a part of what we do, and no...
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