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I’ve worked in digital since the dark days when we still called it “interactive.” Things were simpler. There was no Facebook or LinkedIn. An integrated campaign (which was a new term) meant one that included search-engine marketing, e-mails and banner ads. These resources were mostly given as added value on a print buy or an occasional microsite. Over the course of my career, I’ve watched as social media emerged from digital, creating two distinctly separate disciplines.
In the early years, the partnerships between interactive agencies, media buyers and advertising agencies were clear and the swim-lanes were fixed.