The Sunday Times had a great article last week covering the battle in the UK between above-the-line and pure play agencies for digital work. You should read the whole thing, but there was a comment I wanted to highlight:
John O’Keeffe, executive creative director at BBH, is sceptical that there is anything unique about digital marketing skills. “There is a very, very simple truth to all this,” said O’Keeffe. “Nothing is more important than the idea. The people who espouse the view that [digital specialists] have some kind of technological advantage are diminishing in number. It’s just not the case.” He added: “The technology is functionally very simple. It’s not difficult to find people who can press the right buttons. [my emphasis]
John O’Keeffe, executive creative director at BBH, is sceptical that there is anything unique about digital marketing skills. “There is a very, very simple truth to all this,” said O’Keeffe. “Nothing is more important than the idea. The people who espouse the view that [digital specialists] have some kind of technological advantage are diminishing in number. It’s just not the case.”
He added: “The technology is functionally very simple. It’s not difficult to find people who can press the right buttons. [my emphasis]
As an anonymous friend said, is he on crack?
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Robin Grant
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Member since: 03 Jun 2008
Last login: 02 Jun 2009
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