Emarketer recently spoke with Brian Cooper, the creative director of UK digital agency Dare. Here’s a snippet from the full interview, in which Cooper chats about Dare’s approach to marketing in a digital age, and the agency’s recent work for Vodafone.

... Brian Cooper: There’s been a big shift away from what I call “advertising ideas.” When media was very limited—very broadcast—you would come up with an idea that would be executed on TV or in press, maybe on radio, and that would be it. Now media are fragmented—there are so many channels and touchpoints with consumers, and ideas need to reach people at all those touchpoints.

One of the things we talk about here is not advertising ideas, but ideas that can be advertised. We ask, “How can we tell people about that idea in any medium?” All media can be used to point in that one direction, which means that you can also use traditional media in a different way...