We believe that brands must be Welcome Intruders in the lives of consumers.
People have become incredibly adept at avoiding ads, so our goal is to become as non-ad-like as possible. This means creating ideas and content that consumers will actually welcome, and delivering them to consumers at exactly the right time and place.
Today, you have to take your message to the consumer wherever she is! And she can be in more than one place at the same time. Suddenly Advertising cannot sufficiently advertise your brand. The medium has indeed become the message. And the message is clear: traditional advertising will not cut the mustard anymore. This fundamental insight is the bedrock of Next Step
Just look at the options your consumer has apart from the usual Press, TV and Radio. There is the cell-phone, the PC, social media, the touch-screen at the Mall, on-ground activation, et al!
In fact one may safely conclude that wherever there is a screen, there is a potential consumer! Add to this innovations, events and direct reach. In this scenario, multiple service providers can easily dilute, even distort, your message. The true way forward is not just to advertise your brand but to seamlessly integrate it into the mindscape of the consumer.