Integrated. Interactive. Direct. Digital. Advertising. Branded content. Whatever.
We don't mind what you call it. What matters is how we do it. And everything we do, we do with creative intelligence and technology.
If you own a brand, and you want to reach people now, and get them to do things they've never done before, and keep doing them, while telling all their friends - if you want to sell stuff and make money - the consumer you're after is more elusive than ever, and is going to get more so. There is no captive audience. Nobody has to sit through any kind of commercial message any more if they don't want to.