Every consumer touch point is valuable and all consumer interaction is media.
Consumer experience is precious; ripe with potential. What some see as complex and challenging, we see as a world of opportunity.
Our approach defies conventional wisdom. Media is more robust than ever. That’s because every consumer interaction is a media experience. This creates a new challenge: develop the skills to understand the nature and opportunity of every consumer interaction, and to select, integrate and manage these opportunities productively.
Pepsi has taken advantage of this by creating a program called “Choreography” to bring value to their most ubiquitous asset, their package…to deliver a fresh, relevant brand message to their consumers. Implicit in Pepsi’s activity is the understanding that a broader definition of media opens the door to more ways to reach people.
As interaction with brands and products evolves, through technology, mobility and content, so too, will the definition and management of media. Business will need to sharpen it’s approach to benefit from this unfolding opportunity and focus around the right ideas vs. the right mediums.
