The last word from the East: Eastward bound

This article discusses the nature of 'digital natives', arguing that members of this group are bonded not by age, but the desire and courage to learn.

The last word from the East: Eastward bound

Barney LoehnisOgilvy & Mather

The digital revolution has been a voyage of discovery, driven by those with the curiosity and desire to know the unknown.

Practitioners distinguish themselves by searching for solutions to business issues in the emerging present, rather than solutions informed from the past. That's what bonds the digital natives in advertising, be they the young or the old: the desire and courage to learn.

It's the driving force of my life – not to seek to replicate the known knowns, but to seek out the unknowns: to treat...

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