in the FY 17 result presentation, on the 16/8/17 on page 15 the diagram demonstrate the mix in work and the move away from commodities work with 2016 been 50:50, 2017 the mix was 44:56 , and this year the aim is for a 36:64 mix in favour of digital and away from commoditise work, hence the rise in margins.
Interesting and a good sign is that most positive posts are written by current share holders.