Our point of view is simple. Brands don't market. They create what matters. We don't live in a world where consumers want more interruptions and seek out advertising. We cannot keep turning up the volume and expect success. It's time to change the dynamic, leverage the digital-age and build moments that connect people, create opportunities to play, and provide interaction that is meaningful. Don't get us wrong, the value of the campaign, the creative idea, the ad, and the message is more important than ever before. What we advocate is that brands 'market less' by developing campaigns with strategic focus and discipline, that are extraordinarily well planned, path-oriented, and truly purposeful.