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I think the days where people spend a large dollar amount on an untested idea, for a single piece of creative, or a single media buy, on a single channel, are gone.
The evolution of new platforms isn't going to stop, or new features on platforms, with the new ways that they potentially serve content, or the new ways that media advertising and content is all morphing into one.
I think it's absolutely critical to be able to navigate all that in a way that makes sense. But be able to look across all the different digital channels, and existing channels that are in play, and make sure there's a consistent message across the board, but also a certain look and feel that's true to the brand.