“Historians and archaeologists will one day discover that the ads of our time are the richest and most faithful reflections that any society ever made of its entire range of activities,” said Marshall McLuhan as he reflected on the effects that the medium has on the message, and in this case the impact that society has on advertising. McLuhan’s work has returned to prominence in the digital age as humanity and technology have become seamlessly connected.
Ubiquitous access to the internet has provided brands with the possibility of reaching consumers throughout the day more effectively than at any other time in our history. In this environment the brands that have the most impact rely primarily on what Ogilvy calls the Big Idea, without which the advertising will pass like a ship in the night. They engage in the new forms of marketing communication that leverage on the medium through which they craft messages that drive engagement and connect with consumers in special ways.