If an idea is not binding, it is obsolete.

A truly interactive idea differs from a traditional creative idea. The interactive idea draws the viewer in and invites them into the story.

Social media redefines the way we think about creative ideas. There is a new rule, which is continuity. If before creatives were more interested in 1-minute pieces than 15-second pieces, now they have to understand that the length of most content is 200 minutes, divided into 2000 5-second pieces. And in the middle of the road are memorable pieces that amalgamate the continuity of the story with the power of impact.

Now what is produced are really long-lasting, interesting and entertaining creative concepts. A stable strategy will prevent brands from getting lost in all the noise. A stable process consisting of strategic planning, creative content, measurement and retargeting.

You have to know how to work with data. You have to know how to create the narrative of stories. Social media works best as continuous content. Be prepared to change course and redirect content along the way. Always remember the rule: when everyone zigs, you zag.