The hard truth is, most advertising and marketing is white noise. Consumers have learned to tune it out. The "same old, same old" is just that — the same, and old. For brands and campaigns to be effective, they must change the conversation.
Your presence in the marketplace should excite audiences and make them think, "Wow, what's that?!" It should also make your competitors seem ordinary and second-rate. It should get people to stop talking about them and start talking about you.
Changing the conversation isn't just about messaging; it's about innovating strategy. When you find your best audiences and know their preferences, your communications aren't just received — they're anticipated, desired and shared.