Two weeks ago a session on Digital Activation for the Evolved Enterprise was held at the Chicago American Marketing Association’s BrandSmart conference, walking through the history of digital activation since the early Web years, sharing a maturity model for today, and examples of work across categories, some of which have been award winners themselves. The bulk of the conversation, however, was around “five plays for 2017” — what brand leaders can do now with digital, reflecting how the enterprise has changed because of digital.

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