"Digital" today really means "technology." Agencies that grew up as digital are rooted in being technologists and developers; they create and build. Instead of building content for an app, they build the app, they build the platform. Digital shops built on a model of interactivity, user experience, taxonomy, library science, and the way information flows across a relationship or lifecycle, are more than ready to deliver effective, groundbreaking creative.
What happens to the big idea in a post-digital world? How are today's consumers using technology to interact with brands and product in a dynamic way? And how are marketers using technology to create more meaningful connections between brands and customers?
Adamski talks about how agencies have restructured, and how clients are shifting to spend more money on digital to make room for more automated and technology driven spending. Digital agencies are now mature, critical mass businesses, here's what they are doing right to evolve, what the challenges are to deliver great creative, and what's next.