Closing the Tech Divide

If there was a single familiar refrain from digital shops over the past decade, it was that their older, traditional-agency brethren “didn’t get it” when it came to digital. But lately, that widely acknowledged gap has begun to narrow to the point where “older” agencies can claim more success in some areas of digital marketing.

Take the recent Old Spice “The Man Your Man Could Smell Like” digital campaign, an effort that is already a textbook example of how an advertiser can make itself a vital part of digital culture.

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