Digital First

Most organisations are very aware that digital networks offer many new opportunities to develop new relationships and new forms of value. However, while most have developed websites, apps and digital campaigns, many still struggle to develop these activities into a broader, more coherent digital strategy that delivers consistent digital results or really capitalises on the opportunities afforded by digital platforms. I believe that this is a direct consequence of not putting digital thinking first. Many digital briefs are still generated inside TV advertising companies using legacy syste...

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