It dawned on me two years ago that no digital idea can be truly great without participation. It also dawned on me that there is no real participation without the Big Idea. This set me on a mission to discover how to truly combine “creative” and “digital”.
Most digital agencies classify themselves as digital, but sometimes, all this means is that they are creatively driven and passionate about social ideas. An idea floating around on its own needs a guiding hand to push it into the mainstream with a view to a real audience. The future of digital lies with agencies that produce creative work but are also able to engage viewers and measure engagement. Ultimately this interaction will affect a brand.
