Monocultural media is dead.
Boundaries no longer exist for brands. Digitisation has demolished national boundaries. A YouTube video can be viewed the whole world over (regardless of whether it’s good or bad). Boundaries between media have also evaporated. It’s no longer a case of the one right way or only three different media with which to reach people. A song, an app, a game, a building – nowadays they can all be brand communications. Because people can decide for themselves where, when, how or even whether they communicate. It’s our job to ensure they want to.