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During 2009/10 it cemented this reputation, with profit contribution from digital approaching 90%, compared to 70% two years ago.
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The digital approach is different.
WPP's digital approach has been threefold.
Sometimes, however, there are drawbacks to the digital approach.
Heidi Myers, marketing and comms director, EMEA, Meltwater Fostering a digital approach starts in the boardroom.
That's just one of the digital approaches the multidisciplinary team plans on developing.
Elizabeth Craig-Atkins, a human osteologist at Sheffield University and who was not involved in the project, is optimistic about the digital approach.
But similarly, we also have our fair share of digital-utopians too, who sometimes need to realise that a digital approach isn't always the optimal one.
We believe it's important that all of our employees foster a digital approach; it most certainly cannot be contained within the silo of one department.
She is expected to highlight changes in working practices and delivering services, including more digital approaches, as one way of finding savings.
The decisions about whom to lay off, he said, were made for both economic reasons and as part of a new digital approach to journalism.
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