Aegis Media Start In A Different Place

Cannes Lions22 June, 2010

Too often the default solution to a communications challenge is to start with an ad. Yet when looking at the brands that have garnered the most attention and respect in the last decade, it becomes clear that many of them have started in a different place.

Malcolm Hunter looks at those brands that have successfully started in a different place, identifies the different types of places that are now available, and suggests a process for finding them.