A few years ago, Michael Lebowitz’s Brooklyn-based marketing agency, Big Spaceship, took a small but radical step: It dropped the word digital from its name. The agency still relied on all of the same digital tools and platforms as its competitors who proudly trumpeted their digital bona fides. But Big Spaceship determined it wasn’t useful to use the term as a way of differentiating itself.

“We dropped it because if you’re not digital, then who the hell are you in the marketing world?” says Lebowitz, Big Spaceship’s founder and CEO. “You don’t say that you’re a hammer- and saw-driven construction company, right?”

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