It’s not about using a particular channel or medium. Its about your audience and the story you’re communicating to them. It’s about gaining attention through the creation of unexpected and extraordinary experiences, reshaping traditional advertising through the inventive and skill full application of design and technology. That doesn’t mean it’s always about inventing something new, sometimes it’s as simple as a new spin on something old. Ultimately using the best methods, technologies, and channels to communicate your message to the right audience.