Let me take a moment to explain a perspective before I jump into opinion-land.

Perspective: I have spent roughly the past 2,555 days working in e-commerce, I sometimes forget that not everyone goes to their monitor or smartphone before even considering glancing at old media delivery mechanisms. Consider this my bias to all the opinions below.

Phew, got that out of the way. Now, lately I have pondered why ad agencies (agency, now there is an archaic word) like to add the word "digital" in front of their brand names or interactive preceding some department of theirs. I have a knee jerk reaction whenever I see that happen. Care to know what that reaction is? I will tell you anyways, the reaction is simply: old school.

Don't get me wrong, old school is great. It makes for a wonderful movie, delicious genre of rap and hip-hop, and tons of great memories of early childhood schooling. But why does old school get triggered with Agency X decides to precede their name with "digital?"

I worked at 2 ad agencies in my time, both of which had either a digital counterpart or an interactive group interwoven somewhere within the organization. In fact, I once looked up to the folks who were privileged enough to have either of those words on their business cards. But now I get it.... THEY DON'T GET IT! Here is why I have that opinion.

To separate digital from everything else (I want to say analog, but that is even more silly) denotes that the consumer of "media" intentionally separates their consumption of media into those buckets. Does Jane say "Hey honey, I am going to read my digital media, be right back" or does she think "Man this digital media rocks, way better than that analog stuff, I'm hooked." No, she consumes her CONTENT, that is it. She consumes it where she wants, when she wants and HOW she wants to. That much I know.

Don't get me wrong, I understand the need from a technical perspective for people to specialize in media that happens to be delivered via digital mechanisms, but that is the now and the future, not the exception. Don't cater to digital, be digital. Show it, don't tell it.

Forgive my rantings, its late and I needed an outlet.