The digital dilemma

Amelia Torode

As the concept of digital has changed so much in the past decade, this article asks whether measurement innovation has kept up at the same pace as digital creativity.

The digital dilemma

By Amelia Torode

Head of Strategy & Innovation, VCCP

Although flattered to be asked to write this chapter on digital, I hesitated at first. This was not on account of my two usual excuses (busyness or laziness) but because increasingly I am confused as to what ‘digital’ means anymore. The fact that I have taken to putting quotation marks around the word is a sure sign of my genuine feelings of ambiguity. So given that I don't know any longer what exactly digital is, that makes it pretty hard to know how best to measure it and...

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