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What kind of agencies should marketers be looking for to help them win in the post-digital world? Not ‘digital’ agencies. Not ‘creative’ agencies. Not networks or boutiques or platform-agnostic transmedia nodes. Just smart people who get it and who care about doing great work that makes a difference, regardless of medium. Crap advertising already spams up every available media channel like hair in the plughole – ugly, unwanted and irritating. Nobody needs or wants to ‘have a conversation’ with a dreadful piece of film, a dumb microsite, or an unwanted activation. As marketers and advertisers we should be making stuff that is useful, delightful and engaging. Not polluting the world with lame and embarrassing work.

– From Welcome to Optimism, Post digital or die