On Embracing Change

Change challenges all of us. It brings the unknown front and center, pushing us out of our comfort zone and demanding we rethink our expectations. Digital Kitchen has gone through a lot of change lately—as founder Don McNeil puts it “we’ve had more change in the last eighteen months than we did in our first eighteen years.” That can definitely be disorienting.

Still, change is the way of the world. It’s a constant. And the pace of change will only increase…

Here’s the future we are working toward: we will build on our unique legacy of high-impact, largely film-based, visual creativity as we embrace new disciplines and new types of client relationships. We will recalibrate our thinking and approach from one-and-done project work to ongoing, agency or resource of record creative relationships. That’s a different posture. That’s why we’re pushing for Group Account Directors and bringing more strategic rigor to our work.

Some have asked if we’re becoming a marketing firm and yes, we are definitely moving that way. The days of us being able to grow—or even sustain—our business solely as a production company are over. We need to embrace these changes.

Because all that said, I genuinely believe Digital Kitchen’s best days lie ahead of us.

I believe we will re-inspire the market with Social Impact work that changes expectations around how to build a brand.

I believe we can innovate to redefine, once again, what a marketing idea is today.

Because I believe in the fundamental Digital Kitchen belief that Every Brand Deserves a Main Title. And I want us to give it to them.


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