Groundbreaking news – though not so surprising – from Swedish Ad Agency Honesty:
”Today we’re upgrading Honesty 1.0 to version 2.0, and in doing so we remove all digital roles from the agency. It just doesn’t make sense anymore to have separate staff to handle a separate area which is inherently impossible to separate from anything else. Instead, all roles at the agency will approach their work from a digital and mobile perspective.” says CEO Walter Naeslund. ”After the announcement this morning the entire agency was suddenly on their feet devouring blogs, podcasts and whitepapers when they realized it was going to be their own responsibility and nobody else’s to deliver on digital and mobile. It was a beautiful sight.” (Read full story here).
I don’t have to say that this is also a necessary step for museums do I?
Digital Darwinism is an expression used by Brian Solis, and I thought it was suitable here – it’s about the disability of an organisation to adapt quick enough to the evolving consumer behaviour. Survival of the adaptable, not the strongest or most intelligent ones.
My professional role is all about digital and I sincerely hope that I will be obsolete within a year or two.