Not Just Doing Digital: Being Digital

Creative agencies in Latin America continue to work like they did fifty years ago but baby-boomer organizations that remain untouched in their basics will have to evolve.

Introduction

CREATIVE agencies in Latam keep working like they did fifty years ago. It is a baby-boomer organization that remained untouched in its basics.

The latest reengineering occurred around 1999 with the spin-off of the media buying companies. Other than that, we keep doing things the same way. Mad Men without media and with computers instead of typing machines.

Every industry had to go through a full process of change in their business model, production model, provisioning model, logistics model, etc.

We witnessed a full reengineering in insurance, banking, leisure and travel, software, automotive, music, and many other...

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