It’s not about using a particular channel or medium. It’s 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 growth driven design, technology, and content marketing strategy.  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.