The media mashup.

I enjoyed this article in yesterday's NY Times on the great media mashup.

I entered the advertising business last century as an assistant account executive at Ogilvy & Mather New York. In this millennium, I'd enter as an assistant media planner. The reason is simple:  media is no longer a channel through which we beam cool ideas, media is the cool idea.  Today, media creates content; media creates brand experiences; media creates social relevance.  In other words, media forges many of the dynamics that help create vibrant brands.

I hope 2011 is the year we banish the vocabulary that continues to shackle innovative thinking – offline vs online; traditional vs. nontraditional.  After all, is a print ad with an embedded QR code traditional?  Is the web really "new" media?

It's all media.  It's all nontraditional (if we're doing our job right).  And it all must lead back to online interactions.