Technology has changed the world. And while this has been happening, consumers have been growing-up, learning from five decades of ‘modern marketing’. And they get it. They know what we do. They know how we do it. Today people spend much of their waking hours searching for and finding information and content; generating and sharing opinion, writing their own narratives, creating their own stories. And they have no intention of being dictated to by brands. Today business has access to more data and more processing power than at any other time in history. But at the same time, traditional marketing methods have far less influence over consumers than ever they had. So today is an explosively fragmented, rapidly changeable, big-data, always-on, always accessible, converging, real-time, omnichannel connected world in which consumers will no longer pay a premium for something they know to be made-up and unreal, and are in charge like never before. IT DEMANDS A NEW KIND OF APPROACH. AND A NEW KIND OF AGENCY.