If you ask someone from outside our industry about the last advert they really loved, the chances are they would recall something ‘pre-fragmentation’ – before we were inundated with countless different media platforms all fighting for our eyeballs.
And for good reason. Attention continues to be our industry’s greatest currency, and brands are increasingly chasing new ways to be present in the lives of their audiences. But the impulse for brand visibility and the ongoing plight to be seen as relevant in culture has exacerbated an age-old problem in advertising: interruption. A tactic devised by an entire industry that is afraid of not being seen. A tactic that is increasingly wor
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