Doing great work starts way before the actual creative process begins. What used to be strategy and media, in fact, have taken on more of a creative role than ever. We're all thinkers. A great creative solution needs to be based on sound target insights, and executed against a whole new set of rules given the changes in today's social landscape.

Brands need to be having 'conversations' with their consumers. But consumers don't want to be talked at by brands. Setting up a facebook page isn't going to help unless your brand has already earned 'cult' status, like apple, or if you treat your page the way any normal person would - by nurturing and growing it. Engage participants on a personal level. Don't spam them with advertising... feed your community and it will prosper.

So how do we, as marketers, respond to the growing numb-ness to display media and engage the consumer in a deeper more meaningful way? Not just finding ways of infiltrating their daily lives in authentic ways, but providing something that adds to it. Agencies need to deviate from the boiler-plate deliverables list. Strategy, technology, media and creative need to be woven together to create experiences worth having. THEN maybe you'll make the friends list.

If you're craving a little more on what makes me tick, find me on Twitter, Facebook, LinkedIn or Tumblr. If I've left off your favorite network - or prefer to be *really* social and chat over a coffee, feel free to send me an email here.