Here's a thoughtful post asking us to stop carving communications channels, content and competencies into 'digital' and 'traditional' slivers. 

It's all digital now. 

It's not an easy shift for agencies to make, adding new skills and attitudes to those still valued by clients, but we're finding that with significant training investments, close collaboration with clients and fresh thinking from guys like Scott Guthrie, who wrote the post below, we're making quick and progress. 

Time to embrace digital 'naturals' over 'natives?'