Richard Huntington : We need real attempts to prove the commercial value of immersing people in a brand's world and having them interact with it and share it with others, not to mention the means by which to model the sales effect of digital activity and prove its contribution to the client's...
Gareth Kay on integration : is integration the right concept? Isn't it really all about interaction of different elements creating a new idea rather than the integration of the same idea or execution across every channel? (I think Faris' and Jason's thinking on transmedia planning supports...
