“Today’s ideal social form is not the commune or the movement or even the individual creator as such; it’s the small business. Every artistic or moral aspiration — music, food, good works, what have you — is expressed in those terms. Call it Generation Sell.”—The Entrepreneurial Generation - NYTimes.com
This is where a lot of agencies need to change their processes and perhaps even their structures - whatever helps them think in an “always-on” way. Even the term “campaign” is controversial. Brand communications now are much more akin to an ongoing narrative that is constantly evolving, with consumers each having a part in determining the direction of the story.
Catching Up with Consumers, Campaign Magazine 11th Nov 2011