14 abril 2010

Fichar "nativos digitales"

Parece que sin nativos digitales es difícil sacar adelante una agencia hoy en día. Al menos así lo piensa Phil Johnson, directamente desde AdAge: "...change does not come from one defining choice. You need a commitment from the top. You need to redefine processes and roles. You need to bring in new resources and talent. More than anything, if you want to make changes that go beneath the surface to the core, you need to introduce a foreign agent that will chemically alter the composition of the agency. In our case, we didn't experience this degree of change until we opened our doors to the new breed of "digital natives" and gave them the freedom to introduce their digital DNA into the agency".