Spinning content from every virtual angle

Nothing is essentially new, neither under the sun nor in the virtual world of digital marketing and social networking. The insight is not new either but — in the context of examining a digital acquisition in Lebanon — notable for having been voiced in a recent iteration by a key brain in the marketing communications empire of WPP, the world’s top-grossing conglomerate in the realm. “Our industry seems to move in cycles, with the same topics resurrected and rebooted every few years. In fact, one could argue that there is really nothing new, just old ideas and issues recharged with new technology, new names and new passion,” wrote Norm Johnston, top global strategist and chief digital officer of WPP unit Mindshare in an outlook on digital for 2016. The context that warrants local attention to this view on digital marketing is the communications industry news of the acquisition of Cleartag,