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Essays

The digital ecosystem: Guilty until we are proven innocent

The future is about messaging by audience, argues Digital Media Service’s Rami Saad

If you are reading this, you’re in trouble. Not the kind where you missed a deadline or used an old logo on a client presentation but rather the sort where we have collectively and for a long time upset the most important stakeholder in our entire business: the consumer. It doesn’t even matter if you’re a client, an agency, a publisher or even a production house. You are guilty. So it may be best to read on.
David Edelman, lead on digital marketing globally for McKinsey, imagines a world in 2020 without any more spam. He says: “Email in-boxes clogged with irrelevant offers or TV ads about somethi


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