Iain Tait of Poke gets feisty with a thought-piece post on why he prefers digital:

Personally I’m all too happy for Ad Agencies to get stuck in doing more advertising using more different kinds of channels. I’m just not convinced that the skills for producing great advertising are the same as the skills needed to do the kind of digital stuff that gets me excited.

So what am I talking about? I think it’s my inner-inventor that loves the digital space. It’s not just about creating content, it’s about designing and building the platform that the content exists on too. As a crude example the opportunities afforded to us are like being able to invent how a TV works at the same time as shooting a film. Only the devices that are connected to the web are infinitely more powerful and more adaptable than a TV. Personally I think this mindset is quite different from a traditional communications mindset.

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