F*** Digital. Digital is Dead...

"On the basis that all we've heard over the past few years is that advertising is dead, Creative Social steps up in this session to declare digital dead.
We're post digital; we're post everything. Let's have a good look at some examples that show new thinking in how we work in this new world" - Creative Social

Check out this video by Creative Social that they presented at this year's Eurobest festival for a quick snapshot of some of 2009's digital advancements.



Creative Social’s Founder, Mark Chalmers, introduced the session, which was presented by Ted Persson & Tony Hogqvist.

Ted and Tony identified three suspects in the murder of digital:

1. Herd Mentality (someone does something new and cool, and everybody else follows... making it not so cool anymore...)

2. Mis-use of Technology (doing things because you can)

3. Silo'd thinking (treating digital as a separate thing, rather than fully integrating it into the core of a strategy)

F*** Digital. Digital is Dead - 3 Suspects

I really like their presentation (below) and agree that "three suspects" are a big problem for digital - but I don't think they're killing it.  On the contrary, digital is very much alive.  IT’S ALIVEEEEE.

Certainly, herd mentality, mis-use of technology and silo’d thinking are harmful to the progression of digital creativity and useful adaptation of new technologies. However, I believe they’re much more of a kick in the crotch than a shot to the head. 

The statement that "digital is dead" based on the above three suspects is like saying that TV is dead based on the enormous amount of naff, imitated reality shows there are, or the number of re-makes that are broadcasted.

Brands that put "baby" (digital) in a corner and replicate cool executions for no apparent reason other than to get PR may have their 5 minutes of fame. BUT, I think it’s these imitations that make the truly great executions stand out, and push leaders to bust out their lanterns and pioneer new territory.

Here's the presentation (with illustrations by Ola Persson AKA Kongotec):

F*ck digital, digital is dead

View more documents from tedpersson.

What do you think?? Is digital dead??

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