Trendwatching recently posted an article about the influence of digital on the real world called OFF=ON. We often receive a brief for a piece of work after the printed creative has been completed. It’s refreshing to read about examples of digital work coming first, which then go on to influence the offline creative.

Surely it can’t be too much longer before all marketing communications factor in digital at the very beginning of the design process. Seamless integration is the key – this is already evident in the recent carving up of advertising budgets for big consumer brands such as Orange and Virgin Media.

Bespoke for the intended audience and measurable to the click – digital communications could suit the tricky economic outlook we all keep hearing about.