But before we dive right in we needto understand some context

”The consumer is not a moron,she’s your wife”

But how we consume media has changed.

“It’s not informationoverload we suffer from,

it’s filter failure.”- Clay Shirky

Each of Us Has Our Own “Personal Message Filter”

“The time is ripe for the next generation of contextual

branding - the art of sending the right

message, to the right audience, at the right

time”

Martin Lindstrom

So to capture and hold their

attention,

we need to play smarter

What do we mean when

we talk about

“integrated communication”?

WE DEFINE IT AS:

A single campaign thought that leverages multiple

communication channels

How do we categorizethese communication channels?

Paid

Owned

Earned

Which of theseare in your control?

Paid

Owned

Paid&

Owned

is about the HOW

How do you bestinfluence that which is not in

your control?

Earnedis about the

WHAT

WHATis the idea

Is what you’re doing…..

Is the idea worthy enough

Shift HappenedYou can’t outspend your way across

the network.You can’t outshout your way across the

network.You have to outsmart your way across.

Lets think more about what we’re doing.

Are you brave enough?