Whether you’re borrowing it, creating it, or bucking it, advertising is the use of culture to influence commerce.

Which means …

Creatives need to live and breath big and small cultures, fast and slow, old and new, online and offline.

Clients need to demand work that earns its own attention and ignites communities to share the work on the brand’s behalf.

Agencies need to measure the work for both impact on sales and impact on networks.

This isn’t simple, but it should be the focus.