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Mark Ritson: Replacing ‘digital’ with ‘interactive’ is a mistake

Mark Ritson

The news that adam&eveDDB has dropped the digital designation from all its job titles came as no surprise last week. Despite the prevalence of the D word and the omnipresence of digital planners, digital strategists and digital marketers under every lamp post, nobody in the know ever doubted that the prefix would eventually become an anachronism.