HAMISH MCCOLLESTER ON THE KEY TO THE NEW BRAND EXPERIENCE

"As the marketplace and media increasingly intertwine, it was only a matter of time before one would start changing the other.

The marketplace took the first blow, with media making it much easier for brands and consumers to connect in more ways than ever before.

A shift then began to occur in how people consume media, and above-the-line brand agencies found themselves in a tight spot. No longer could they reliably reach millions of consumers through a broadcast television commercial."

Read more with American Marketer.