A creative director from DDB Amplify delivered this line to a class at the VCU Brandcenter on Tuesday. For those who aren’t aware, Amplify is an internal division at DDB NY that started as an interactive branch but is slowly becoming more infused into that agency’s identity as a whole.
This quote should strike a nerve with a lot of people in this industry, because if you’re working at a big agency, there’s a good chance that calling yourselves “integrated” is as much a tactic to convince yourself as your clients. As our speaker said, “digital,” specifically, isn’t some magic voodoo or hocus pocus, it’s not just subservient chicken, it’s not facebook apps, and it’s definitely not putting wacky videos on YouTube.
Having a that digital color on your palette is simply the ability to stay current with what’s possible, figuring out smart things to do with what’s possible, and being fearless enough to do those things.
Amplify is one great example of a small group of digital-minded people who are transforming the way a big old agency works by being passionate, smart, and good.
Higgins
