IROAI

“In the digital age, many advertising agencies think of their work as a marriage between two different worlds: traditional advertising that focuses on messaging, and software development, which is focused on designing products. Digital is merely a new ‘channel’ for advertising – like television, radio and print before. In most instances, this has been an uneasy marriage. Agencies have kept the old creative director, art director, copywriter triangle that they’ve had since the days of Mad Men, and tried to slap on a new layer of IAs, UXDs, or digital strategists – what ever title they’ve chosen to pick for this group of people supposed to make sense out of digital as new specialists on the team.” (Karri Ojanen) full article