INTRODUCTION

The world is moving really fast. So fast in fact, that sometimes it resembles an out-of-control bus. That’s why, every now and then, it’s a good idea to step off and do some thinking. “How can I make the best use of new technologies? How can I take advantage of new media? How can I talk to my existing customers and attract new ones when they’re already over-exposed—and probably averse—to commercial speak?” The answer is as complicated as it is easy: ideas. Compelling, funny, smart, inspiring ideas. Ideas that travel beyond the spectrum of media and become social, cultural messages with a broad reach, yet a very personal appeal. After all, it’s ideas that make the world go around. Money simply follows.