Most of the work I am doing nowadays is resulting at the one or other point in a digital solution. However, there is always a lot of thinking involved before a solution comes to life. Communication must be based on a great and relevant insight, a bigger picture framework - let’s call it strategy - and a great idea. All that sounds very easy, but it isn’t. It is actually really hard. Digital media has given us more freedom and allows us more open minded thinking. But it should never lead us in the plain use of techniques. The real killer app for the future of marketing and communications is INSIGHT plus STRATEGY plus IDEA plus DIGITAL. Something we still have to learn.
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