Innovate to Attract and Persuade

Darran Snatchfold

'Tell me and I forget;

Show me and I remember;

Involve me and I understand'

Confucius

Confucius was a wise old chap. As well as being possibly the greatest philosopher the world has known, he would clearly have made a half-decent media planner too – one with an eye for getting the greatest return on his clients' investment.

There can be no doubt that modern consumers are being told a lot by the advertising community. Unfortunately there can also be no doubt that an increasing number of these messages are not making it as far as the memory, from where they can inspire action at the required time. Simply to tell is no longer enough.