Yacco Vijn leaves digital agency Kong (N=5’s digital sibling) to become Managing Creative Director at TBWA\Neboko alongside Bas Engels. It was a hard decision for Vijn, but the fact that TBWA has been so consistent in its creative success over the past decade and the fact that he leaves Kong in good shape, made him decide to accept this new adventure. By hiring Vijn TBWA wants to incorporate digital in its DNA, which is different from previous attempts to found separate digital agencies; first agency.com and a few years ago Flow – both attempts failed. When we asked Vijn what he thinks of becoming MCD at an agency known for being especially good in making (Dutch) TVC’s, he told us that ‘digital’ is becoming obsolete: “The term is slowly eroding; when I go to a shop to buy a camera, I’ll ask for a camera, not a digital camera. It’s obvious that it will be digital – everything is. I think the time is ripe to stop putting digital labels on agencies and go for integrated by default“. Wise words. Floris Hülsmann, who ironically enough left Flow last year to join Kong, will be taking over Vijn’s role until Kong has found a replacement.