I feel more and more that that the time is here where old and new media has not just collided, but agencies are admitting to the fact that it has actually happened. In a post 2.0 age it will be impossible to specify what ‘kind of agency’ created this or who created that. The gloves will thankfully be well and truly off and only the strongest will survive.

Anyone from a production house, an ad agency, a media agency, even a social justice, public affairs agency could have come up with the idea for the Pet Shop Boys Integral campaign. However, they do all need to understand digital. And whilst I do think it will be easier for a digital agency to grow out than it will a ‘traditional’ agency to grow in, this post isn’t about who is best to do it. People can fight about that somewhere else for all I care.

It is more about the blurring of the lines becoming normal, new media being seen as just media. I honestly don’t think there is a more exciting time to be working in digital…yes, even in Australia where Telstra are pushing things like QR codes hard. But again this isn’t about QR codes potentially arriving from Japan three years later. Shit, interactive billboards were being done in Belgium in 2005. It’s about digital really manifesting in people’s lives, not just on a screen.