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Three Minute Happiness

Digitivity? Please..... 

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JWT head honcho Bob Jeffrey has coined a new phrase, 'digitivity', with this piece of magic he is going to launch a new era of digital agencies that are going to save JWT. Apparently.

Well, clearly then need to do something, but why do the old school agencies always try to do stuff like this? Saatchis even have two! - 'Sisomo' and 'Lovemarks'.

You don't find the younger agencies doing stuff like this - they just get on with it. Actions  speak louder than words. However, I shall leave the last word on the subject of Jeffrey's new invention to my no nonsense PA, 'What a knob!'  

Published Mar 16 2007, 01:51 PM by James Cooper

Comments

by barry christie
March 16, 2007 4:15 PM
 
Oh come on start ups create excitement and injection into the industry, even if they spin out of a large agency network. Sure in terms of digital JWT aren’t the sharpest tool in the box by any means, but change has to happen in a manner appropriate to the agency. By creating start-ups large agencies such as JWT can grow their digitivity and roll this expertise back into the agency network. Just look how Tribal is being rolled back into DDB to digitise the main agency. Networks like JWT are like oil tankers, they take a long time to turn. Creating these start-ups is like using tugs to pull the ship round faster. Makes sense to me. Finally we don’t all have the luxury of being new kids on the block (although don’t forget the pioneering inventions JWT have rolled out – planning for example.), so be aware one day the shoe will be on the other foot as old school Dare is fighting off some new agency biting at their coat tails.
 
 
by Fraser DALGLISH
March 18, 2007 12:45 PM
 
PA-Tivity..the ability to spot a ****** at 1000Km's.
 
 
by James Cooper
March 19, 2007 11:04 AM
 
To Barry's point, it's not the start up issue at all, clearly that's a great idea - it's the phrase. I feel, and I may be wrong, that the phrase will be the thing that gets attention rather than the good intentions. In other words the move would be better without it, so why have it?
 
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