Nicely said.

One add from my perspective: it ain’t about technology or the next shiny metal object; it is — as it always has been — about communication.

Cheers,

RWM

Steve, thanks for sharing your opinion—but I don’t see how “talk like this” adds fuel to the fire. Did you even read point number 8?

“8. Play Well With Others
We can’t do it alone. Digital shops must be able to work with other agencies and consultancies while being more proactive in driving their own ideas.”

As for the stomping and shouting as you put it, it’s called “talking”. Something which happens a lot in this medium, just as you were able to share your opinion and I’m able to respond to it.

I see where you are coming from, but I don’t buy the spoiled kid analogy. I’ve challenged our industry to do better while not shying away from what we do well. I think that’s a pretty grown up thing to do if you ask me.

Digital will lead the way for these silly 30 second television advertisement people in one breath then. We must be able to work with other agencies.
No wonder digital has got a bad rep, always being looked upon as the spoilt little kid always wanting wanting wanting.
I am relatively new to Digital, i got involved in 1998 after a decade in ATL and since then i’ve been the Creative Director for a couple of the top global digital shops. Never once have i stood on a box and stamped my feet shouting to the industry, we are better than you are, we will be your leaders, my daddy is bigger than your daddy.
The only reason there is this so called war with Traditional v Digital is because of continued talk like this.

But thats just my opinion.

Steve

Catherine, good question. I worked on many b2b initiatives for a considerable amount of time. b2b firms need to realize that they too are brands and that the digital space raises expectations from b2b customers. Ex. getting used to buying stuff from Amazon, Ebay, Netflix etc. However a b2b customer still has specific needs that are different from “consumers”, like buying in bulk or spending money that isn’t theirs.

It all comes down to understanding the customer and their motivations. Once you have a clear insight into what’s driving their behavior–it shouldn’t matter if it’s B2B, B2C or B2Z.

Traditional agencies still see the web as just another media - “It’s like when TV was invented” they say.

But the Internet is more like eletricity.

As they’re missing the point in the beggining, there’s a great opportunity for new “born-interactive” agencies who knows how to deal with this powerful, but uncertain energy.

I’ve been bitten by the bug too. But looks like art directors need to be Flash Gurus to build brands in digital environments.

Design thinking is the way.
Let’s live life on the overlap, right David?