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
New ‘Future Of Work’ Gives Reckitt Employees A Choice
Reckitt launches its Future Of Work Strategy. Thankfully, no mention of the robot armies or microchip implants either.
An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You
Look, it's top tips to mastering hypothesis-based marketing that mercifully doesn't require revisiting Year 12 maths.
Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
Visual Search Company TRENDii Launches Privacy-First, Cookie-Free Advertising Solution For eCommerce Businesses
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
Cannes Lions Creates Trophies Out Of Parley Ocean Plastic From Reclaimed Fishing Nets
Not only will winning a Cannes Lion mean you can charge clients double, you'll also be doing good for the oceans too.
UEFA Threatens Fines If Players Move Presser Drinks, After Russian Football Manager Skols A Coke
B&T has no real opinion on press conference drinks, suffice to say the losing team deserves a gin and a Panadol.
The Ben Roberts-Smith Defamation Trial Gets Even More Complicated
Ben Roberts-Smith's defamation gets even MORE complicated! But if you understood The Matrix films, you should be okay.
Former SBS Journalist To Sue Network Over Alleged Bullying
The nation's tax-funded broadcasters continue to make headlines. Arguably to the horror of the taxpayers that fund them.
GET YOUR SKATES ON: Entries For This Year’s Women In Media Awards Close Today!
Here's an important one for today's 'to do' list. You need to even nudge it past 'send nasty email' & 'collect laundry'.
Nearly Half Of Australians Say They’re Addicted To Their Phones
Study finds 46% of Aussies are addicted to their phones. However, they're far less enthusiastic when it actually rings.
Drunk Welsh Footy Fan Takes Tumble Out Of Local Pub During Live TV Cross
Football is the 'world game', while drunk fans tumbling out of the pub after a win also appears a worldly thing to do.
After 11 Years, Manu Feildel’s Seven Contract Comes To An End
Seven says it won't be renewing Manu's contract, despite the Frenchman appearing on every single one of its TV shows.
Zurich Extends Partnership With Melbourne Football Club
Zurich extends partnership with Melbourne Football Club. Not that the head office has the foggiest idea about the rules.
dentsu ANZ Expands Merkle To Become Lead CXM Brand & Merges Isobar Into BWM
dentsu ANZ announces some extensions and a dash of merging here, in what appears to have been a rather busy weekend.
Isentia Names Top 75 Most Visible CEO Mentions In Australian Media
This CEO media list is a little bit on the predictable side. And not only that it's full of white, middle-aged men.
iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Study: Aussie Shoppers Still Buy On Price, But Emotion & Ethics Are Increasing Drivers
Study finds Aussies still mainly buy on price. Which is arguably not good news for chickens stuck in cages.
Sunday TV Wrap: Australian Ninja Warrior Launches To Just Under 800,000 Viewers
Ninja Warrior provides a possible insight into what you could look like if you ever bothered to use your gym membership.
DDB Remedy Launches New Campaign Heart Foundation Campaign ‘Saving Hearts’
Overdo it on the greasy burgers & fries over the weekend? Feel the coagulation in the chest watching these heart ads.
CHE Proximity Snares Justin Ruben Back From New York For ECD Role
CHEP looks to New York for new ECD, snaring Justin Ruben. Although he stresses he's no relation to the famed sandwich.
Kathmandu Hosts Urban Zipline Event In Partnership With Beyond Blue
Nothing says the outdoors like the Kathmandu brand. Although it readily fails to mention the chances of bear attack.
Victoria’s Secret To No Longer Call Ambassadors ‘Angels’ As Part Of Major Rebrand
In bad news for perverts everywhere, knickers brand Victoria's Secret is shifting its marketing out of 1972.
Evian Uses Ronaldo’s $5.2 Billion “Drink Water” Stunt In Own Marketing
Nothing screams "wanker" quite like an Evian water, does it? Admittedly, a well-hydrated wanker.
Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Facebook To Expand Transparency Around Political And Social Issue Ads In Australia
Facebook to expand transparency around political & social issue ads. Mark still refusing to crack a smile, however.
Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
Tommy Hilfiger’s Former Global CMO Joins Celebrity Cruises
This has all the hallmarks of an episode of The Love Boat, sans one of Issac's daiquiris and an unwanted STI.
COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
