As part of the Connection Strategy work I do at Huge, I've written a few documents that outline my point of view on how brands can engage people more effectively. This particular doc got a lot of traction when I wrote the first version several years ago, so i figured I'd share it. I've updated the charts to reflect most recent data. My background in comms planning and media helps provide some context for this approach - which proposes a theory that scaled communication, if planned properly by integrated teams, can come from highly creative, high-touch consumer experiences instead of replying on the conventional paid commercial advertising approach. This approach is now viable thanks to a few emergent factors: Technology has fundamentally shifted the media landscape, and our behavior within it. The demographic composition of the country is changing - with that, consumer attitudes, values and behaviors are evolving, and our relationships with brands are deepening; the age of the customer. Audiences are also outsmarting agencies and brands: filtering, avoiding, and blocking brand advertising. This means advertising reach, scale and impression tonnage are becoming less relevant - suggesting that conventional advertising is no longer the effective marketing lever it once was. Moreover, people are now willing to participate with brands via genuine, opt-in, high-touch experiences, made possible thanks to adoption of technology, bandwidth ubiquity and connected data. Such experiences become marketing assets in and of themselves, amplified by communication, replacing commercial ad-tonnage. To achieve this type of work, you need truly integrated disciplines that can build for the entire ecosystem; from products, technology, editorial, production, experiences, data, measurement and so on. If you're interested in doing this type of work, or if you'd like me to do a talk, then drop me an email.