Reform requires more focus placed on the creative end product and braver brand integration, writes Hug’s Tim Baker
The phone alarm goes off at 5am. My day starts with the intermittent 10 minute ‘snooze’ breaks until 5.30am. These characteristic ‘digital interruptions’ puncture my ‘analogue dreams’ and kick off another day of multi-platform confusion. At 40, I’m caught in no man’s land. Young enough to have caught the dotcom boom; old enough to be worn down by Snapchat.
But the dots (not the dashes) prevail. I am nudged and jostled with bite-sized chunks of digital distraction all day long. From clients, to friends, to colleagues: vital information sometimes; entertainin
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