The fracturing media landscape has caused a flurry of confusion, panic and a general loss of bowel control in the industry. The resulting stampede to figure out the next disruption has many people chasing every new app and media gimgaw in an attempt to stay ahead of “what’s next.” In many cases, it’s a reaction to media rather than an alliance with it.
This has spawned campaigns that are a disjointed hodge-podge of executional junk. The equivalent of the stuff you pull out of your dryer at the end of the cycle — sure, it’s something but it’s not a sweater. It’s the crap you throw away. The nuisance. The stuff that doesn’t matter.