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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

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