What Is Digital? And Does Your Agency Need A ‘Head Of Digital’?
It’s a ubiquitous term now, but ‘digital’ is still baffling people, argues Jason Davey (pictured below), head of digital at Ogilvy. In this opinion piece he explains exactly what it is and whether agencies need a ‘head of digital’.
In a post-digital era, it’s a reasonable question. One that I get asked every other week by brand managers. Of course, the answer is never clear or simple; it’s the web, social, mobile, email, SEO, PPC, AR/VR, NFC, eCRM, IPTV – all that and more. The acronym list gets longer every day!
And that’s the point: everything is becoming ‘digital’, in the same way that 100 years ago everything became ‘electrical’. At one point, people stopped calling them ‘electric’ shavers and it was just the shaver, or the light bulb, or the toaster. You get what I mean?
In the agency landscape, ‘digital’ operates at the intersection of ideas, experiences and technology. It’s the glue that stitches together the vast array of elements that brands must deliver to be be truly powerful and effective. Digital is a loaded term: it’s both a noun and a verb. To make something ‘digital’ is to make it interactive; reacting and interacting to input from the user – unlike the more traditional forms of one-way communication we grew up with (for those of us who grew up when telephones had cords).
But why does anyone care? If it’s a loaded term with an unclear meaning, why do we keep using the word ‘digital’? Because it’s so damn important. It’s the most revolutionising phenomenon this world has seen for over a century; it’s changed business, economies, people’s behaviour, and even governments! I bet you’re reading this on some sort of digital device right now (whilst listening to music, checking your social feed, and working – or at least thinking about it).
The change has been so fast and widespread it’s opened up the opportunity for major disruption across businesses, categories and industries. This isn’t a diversion, it’s a major shift. With casualties. Those brands that don’t keep up, get left behind. Darwin would be proud: it’s evolution all over again.
To survive and thrive, brands need agencies with new sets of digital skills – but here’s the rub, they also really need all of the ‘old’ skills. Breakthrough customer insights, competitive brand positioning, big ideas, great creative that pulls on emotional heartstrings – something you rarely see done well by a ‘pure-play’ digital agency. That’s because they’ve mastered the new technology skills, but don’t possess the craft. And for your brand to matter in today’s world you need to seamlessly integrate crafted communications and experiences across the old media and the new – just like your customers do.
Do you need a ‘head of digital’?
So if digital is becoming ubiquitous, and seamlessly integrates across many forms of old and new media, do you need a ‘head of digital’ in your agency?
The answer is, “You bet.” At least for now.
Because right now, it’s the same as needing a creative director. You need a creatively driven agency that has all of the disciplines working collaboratively, including digital. In that way you make your brand matter more than your competition.
But, as any self-respecting head of digital will attest, the title’s days are numbered. Not the skill set, the title.
Because, like the head of direct marketing before us (and the head of social in the years to come), our job is to make ourselves redundant. To educate, infiltrate and agitate until everyone understands that digital is everywhere. It is everything. So, much like you don’t need a head of radio or a head of outdoor, you won’t need a head of digital.
Until then, an agency without a head of digital is like an engine missing a crucial cog.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.