The Case for Digital

Campaign

02/11/2007

If the majority of online advertising is "really pony", "puerile" and "boring", why is it that so many adlanders still see their future in a digital agency? Senior figures comment on why digital is the new land of opportunity.

Case study: David Pattison, chief executive, ilG digital

Why did I move into the world of digital? Genuinely, I felt that the big opportunity for future market success lay in the digitally focused world. Like everybody who thinks of moving to digital, my only concerns were: how little technical knowledge could I get away with, and did I need to dust my skateboard off?

Six months at ilG and my observation would be that lots of things are the same as the world I left: the ups and downs of client account management, where you get good people, how you grow/evolve your business, and, most importantly, is it crunchy or smooth peanut butter in the kitchen?

Lots of things are different: the speed that things happen, it just keeps coming at you, and it is almost all new. There is a genuinely collaborative atmosphere around all of the working relationships. The people are different: they are younger and have less business experience. But there is a thirst for knowledge and a confidence born out of that knowledge and opportunity. It may come as a surprise to you, but they are all human beings and don't have pointy ears.

The clients are learning something new and want you to lead them, and because of its accountability and real business results, there is considerable interest higher up in client organisations. The shortcomings are almost all based on the immaturity of the industry. It's eight years old, has had its ups, downs and ups again. Five years and you are a veteran and probably aged 27. That's - fortunately for me - where a bit of grey thinning hair and experience comes in. It's what the industry needs to move forward, and a lack of technical knowledge will not hinder a move into the digital world. An open mind and coping with learning a new thing every day is all that's required.

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