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Not long ago, brands would push their messages to consumers via traditional and passive media networks (TV, newspapers, radio,etc.). Today, with the mobile phone, the consumer has the remote control and chooses where, how, and what messages they wish to receive. In a world where reaching the connected class is more or less by invitation (media pull rather than push), what are the challenges facing brands, agencies, and designers, and how can multi-channel user experiences still result in a unified message?
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