How can I convince you that this 1-way communication is not working?

FROM CREATIVE REVIEW FEW DAYS AGO:

Our primary criteria for selecting these case studies was engagement.

We feel that the way these campaigns and projects engage with audiences, are representative of a shift of significant proportions within the advertising and communications industry. Any creative knows that they need to start with a good idea to cut through. However, traditional advertising tends to rely on big media spend to increase the reach and impact of a campaign. It’s trying to stand out by shouting louder in the crowd. But people are smart, and the more cluttered the environment the better they get at filtering out the noise. It's worth remembering what San Francisco advertising man Howard Gossage noted in the 60s: "Nobody reads ads. People read what interests them, and sometimes it's an ad."

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