orget for a minute that you have anything to do with either advertising, media or marketing. Imagine yourself instead as a consumer. From the time you wake up to the time you fall asleep, you are bombarded with advertising messages. For reasons of pure sanity, you block most out. Every once in a while, though, you are forced to stop and take note. That's because the message comes across in an interesting, new way. What's the word for it? Aah, yes, innovative!

The intensity of clutter coupled with the options that media can offer has led to a flurry of innovation in advertising. Call it advertising innovation or media innovation, brand communication is being presented in increasingly unexpected fashion. Messages of this kind have the potential of creating a buzz around the brand.... more