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Digital killed the ATL/BTL Star.

In the video below, Darren Woolley, Founder, Trinity P3, talks about a new approach to segmenting advertising agencies and suppliers.  It’s always a good thing to read and hear new ideas on how the community around a brand can be better optimized.

Reading and listening to the article though, a key theme emerges – how do we classify digital?  If digital marketing in all its forms is now such a critical part of the business, and research shows many CMO believe it is, then how does it fit within the traditional above-the-line, and below-the-line categorizations we are all aware of and love (or loathe, depending on which side of it you’re on!)?

Interesting food for thought….