We've Moved!

Last week our partner David Houle published a great piece on High Touch Media that was featured in Mediapost. As many of our readers know, MediaPost is the numer one on-line daily resource for advertising professionals, with a massive circulation and authority in the field. David is right when he says that High Touch Media will be a major way that advertisers can connect with a customer base, and his analysis and experience in the field provides an invaluable insight into the future of the movement. Giving this article a read is highly recommended, and if you’re looking for more of David’s thoughts you should check out his blog EvolutionShift, which is just starting to get a massive circulation in its own right.

As David emphasizes, HTM is important for both clients and agencies to understand, because it is the veritable wave of the future. Most importantly, it’s about employing a strategy that reaches the customer on a one-to-one basis, and through a variety of media. It’s that variety that is so important, not so much in multiplicities of approach but in setting the standard back to the old adage, that the medium is the message. And because the message must take on a variety of forms and contexts, it must be able to do so in a variety of media.

This is an exciting and interesting time in the ad world. We are not constricted to routes of traditional publishing and branding, and new methodologies of reaching the consumer are being developed every day. It is important, as agencies and as the entities they serve, to look beyond the bounds of tested tradition and find innovative solutions that can caputre the spirit and intent of both the product and its purchaser. These solutions will be found in High Touch Media.