We are publishers of content and consumers of content at the same time. (D. Abbot, J.Hegarty)

One is more and more consumers are getting information and entertainment online and the other is more and more advertising dollars are going online.

If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Neoclassical economics insists that advertising cannot force consumers to buy anything they don't already want to buy.

We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.