When Bill Gates said that "the Internet is the town square for tomorrow's global village, he was WRONG!

The Internet is the global village. Digital is the virgin frontier for the new world order.

It offers the new dimension of almost endless discriminating choice of the consumer. As such, this medium is truly in its infancy in understanding and delivering effective advertising. In this brave new world, the empowered consumer is difficult to reach and even more difficult to market to.

It really is "my way or the highway".

It is for this reason our planners and buyers have become consummate students of the digital medium. They are well-versed in relatively traditional channels of approach where advertising is delivered through websites, but the rapid emergence of social networking creates new challenges and opportunities that are the equivalent of channel marketing in an almost club-like setting… but different.