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...