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''Digital Doesn't Matter (And Other Advertising Heresies)'' is a book by Josh Sklar about the past, present, and future of the advertising industry with a focus on the effect digital is having on it. The book was released in paperback form by Heresy Press on July 7, 2014. According to the author, its title is meant to be ironic. ==Background and description== Josh Sklar's ''Digital Doesn't Matter'' is a 562-page book that describes how digital has "seamed itself into the fabric of our lives, of how the medium doesn't matter and should not be in anyway an injunction to the creative community." It has been called a "collection of stories from pioneers in digital advertising and an insight into where we are today from the people who are working at the coal face". Not wanting to write a book that would quickly be considered outdated, he and his friend and former colleague John Lambie created a "manifesto, a book, in interactive, feature rich digital and standard hardcover formats". Laura Lorek of ''Silicon Hills News'' described the project as "a lasting platform that can be updated and changed with the focus on what went wrong with the advertising industry and ideas on how to fix it".〔 Farah Siru of ''Marketing Magazine'' called the book "an ironic compilation of opinions and insights from some of the best admen in the business, presented in a linear storyline".〔 ''Digital Doesn't Matter'' features a foreword by American advertising executive Jeff Goodby; additional contributors include Valerie Cheng, Jeff Cheong, Jon Cook, Steve Elrick, Andy Greenaway, Chris Kyme, Sean Lam, Ken Mandel, Craig Mapleston, Peter Moss, Jim Speelmon, and Joe Zandstra.〔 It is the result of more than 1,200 transcribed pages from 100+ interviews with branding and marketing experts.〔〔 Interviewees include:〔 * Edward Boches, Chief Innovation Officer, Mullen and ''Creativity_Unbound'' * Torrence Boone, Managing Director of Ad Agency Relationships, Google * Jeff Cheong, Chief Digital Officer / ECD, DDB Group and Tribal DDB Singapore * Jon Cook, Global CEO, VML * Frederique Covington Corbett, CMO, Microsoft Asia Pacific * Jeffrey Dachis, Co-Founder / Chairman and CEO, Razorfish and Dachis Group * Dave Fleet, Senior Vice President of Digital, Edelman and ''dave fleet'' * Mike Fromowitz, Former Chairman and Exec Creative Director, Batey Ads * Shane Ginsberg, Co-Founder / Global Business Development, Razorfish and Organic * Andy Greenaway, Executive Creative Director, SapientNitro Asia Pacific * Steve Hall, Founder / Columnist, Adrants and Playboy's ''The Smoking Jacket'' * Aden Hepburn, Managing Director, VML Australia and ''Digital Buzz'' * Bob Hoffman, CEO, Hoffman | Lewis and ''The Ad Contrarian'' * Peter Kim, Director Business Transformation, R/GA and ''Being Peter Kim'' * Clara Lee, Director of Product Marketing Planning, Nokia Worldwide * Scott Morrison, R.G.D., CEO and Founder, The Bauhub * Ignacio Oreamuno, Executive Director, Art Directors Club and IHAVEANIDEA * Steffan Postaer, Executive Creative Director, gyro and ''Gods of Advertising'' * David Sable, Global Chairman and CEO, Y&R and ''the weekly ramble'' * Chris Schaumann, Global VP Digital & Social Marketing and CRM, Nokia * Alan Schulman, Chief Creative Officer, SapientNitro NYC * Jennifer Seidel, EVP Education, American Association of Advertising Agencies * David Shulman, Global CEO, Organic * George Tannenbaum, Executive Creative Director, R/GA and ''Ad Aged'' * Åsk Wäppling, Founder, Adland The book is split into four parts: "The Good Old Days", "Things Fall Apart", "Digital Takes Over", and "The Future of Advertising". The first part takes on a nostalgic tone and describes how chief executive officers and creative directors created their first websites in the 1990s and their "digital discoveries towards capital success".〔 The second part focuses on work processes, advances and changes in the advertising industry, and how to "reboot" the agency process. The third part, which has been described as "a survival kit for the rough revolution ahead", outlines how to be successful in a digital world.〔 The fourth part asserts that the current model is detrimental to the industry and recommends which lessons learned should be followed.〔 Sklar has said of the book's concept, "It's about the transformation of traditional agencies and marketers and the fact that most agencies have been very slow about embracing it. There's been a lot of fear and a lot of confusion. So focus is about getting the insights of people from all over the world to portray the actual situation. What we found is agencies that had not turned to digital have not earned their clients' trust."〔(【引用サイトリンク】url=http://www.businesstoday.lk/article.php?article=8116 )〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Digital Doesn't Matter」の詳細全文を読む スポンサード リンク
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