Cravendale: I can haz affect context
Theo Izzard-BrownWieden & Kennedy
SYNOPSIS
In our various guises we devote a lot of time to helping shape content - be that a TV ad, Facebook page or anything else for that matter. Truthfully though this is only half the picture. The context in which that content is viewed, experienced, discussed and ultimately enjoyed plays just as vital a role in determining campaign success. Shouldn’t we try to shape context too?
Note: I’ve peppered a few relevant Bitly links throughout the paper. They’re purely for illustrative purposes and aren’t essential viewing.