HYPERCATALECTA

The modern campaign starts where ever it makes the most sense to start based on the people you’re trying to connect with and the behaviors of theirs you wish to influence. It then goes where the ensuing reaction from said people takes it.

I like this short post by Paul Isakson, that does away with the idea that campaigns need to consist of a TV commercial followed by the usual intrpretations for print, online, radio etc.

And that’s what I think many agencies (and their clients) will have to learn: Campaigns should be all about the idea, not about the medium. About people’s relation to a brand, and not about the brand as such (or the agency itself). It’s about interacting, not about the old sender-receiver model. I don’t know for how long this point will have to be made. I think it’ll be a while.