Advertising told people about what they want, need, should do or should be. No longer.
New technologies, media fragmentation or online entertainment quite helped:
the consumer is now in control. To keep surprising him, we have to re-invent our job everyday,
exploring new ways and channels to match, or better, anticipate his expectations,
adopt is a new kind of agency, reduced to the essential, answering all your needs,
and starting on what will more than ever make the job: a good tasty idea.