If you really work at it, you can always make the internet fit the business model you understand.
I’m not saying this to carp. (Except a bit.) I’m saying this because the biggest challenge in Digital Transformation is not in the initial refocusing on a new organising principle, it’s in resisting the steady drift back to the old one.
Or, worse, to something that looks like the new one but is, in fact, the old one.
The BBC did strong, important refocusing work in putting ‘online services’ right up there in their charter alongside ‘television and radio’ – with equal weight and status. The inevitable drift back towards telly has turned online services into ‘telly on the internet’.
I’d argue that the Cannes Cyber Lion has created an entirely new and innovative way for telly to win Cannes Lions.