Agencies aren't investing in digital yet, but it's clients' fault

First published in Marketing in 2007, this piece looked at how agencies were responding to the growth of digital.  The City certainly took the view that they weren't.  The piece points to clients; ultimately it's demand from them that will spur agencies to action, and in 2010 we're still seeing a skill shortage on the client side resulting in investment shortage on the agencies' side.

Digital: just another media channel?

Wow... I was a bit cross when I wrote this.  But it does seem like we still suffer from the same complacency; just recently another media agency person was quoted saying the 'natural home' for digital was in the media agency.  With this sort of self-satisfied smugness, no wonder we were able to take hundreds of millions of pounds of business away from the traditional agencies over the 11 years we ran i-level.

The average marketing spend online is completely misleading

Remarkably, three years on from this piece being published in Marketing Magazine, the digital 'don't get its' are still a big force in marketing.  Their competition are running away with the silverware, whilst the slowcoaches chase the average.

Wikis in marketing

This piece, first published in Marketing Magazine in Jan 2007, opened a theme I've returned to many times.  One of the biggest (and still most underexploited) sources of value on the internet is the ability it gives us to hear what customers say - if only we can stop talking long enough to listen.