AND WHILE YOU ARE AT IT – FORGET DIGITAL AGENCIES – 3 OBSERVATIONS. What the #$%& is a digital agency? Is it a business where all the players are digital? Is it a business that believes the whole world is digital? Is it a business that is entirely virtual? Setting-aside the fact that all businesses […]

AND WHILE YOU ARE AT IT – FORGET DIGITAL AGENCIES – 3 OBSERVATIONS. What the #$%& is a digital agency? Is it a business where all the players are digital? Is it a business that believes the whole world is digital? Is it a business that is entirely virtual? Setting-aside the fact that all businesses are better served focusing on outputs rather than means (with digital technology clearly being the means) all 21st century marketing businesses deal in digital technology. Even photographs and television commercials are now digital. Should they all be called digital consultancies or agencies.? Setting aside the fact that they all use digital technology, are not the underlying principles of marketing and communication applicable regardless of the medium and technology being used. Surely the principles of behaviour management do not change from media to media. I would most certainly argue that the principles of good communication are…