When you're talking to a prime audience bombarded by messages, to have them pay attention to what you say you have to create new and innovative ways to advertise that are more engaging, intelligent and entertaining.

We are trying to create some new way of communicating that is not the traditional advertising story-telling.

We want to continue to innovate. It's the only way to get ahead of our competitors - and keep up with our card members.

The shift is very, very significant.

This is the first time the city is paying attention to us.

If an officer rolled up on something that required his immediate attention and another officer or dispatcher was talking about their call at length that officer may be forced to exit his cruiser without telling another officer where he's at or what his problem is.