May 7, 2008
Leading with Digital
Brandon Berger at MDC Partners has a great article in AdWeek about how to lead with digital:
When you lead with digital, “How will the consumer interact with my brand?” is always the first question. The key word there is interact. The problem comes first, then the audience, then the solution. You don’t go into the brief with an expectation of what you want to create; you go into the brief with an expectation that a solution will manifest itself in the best and most efficient way possible for the target audience. This means that the solution might not necessarily be media, but it could be a product, a Web site, a video game, a banner or even a print ad.
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