All The Web’s A Stage

According to Ad Age reporter Kunur Patel, Arianna Huffington told the audience of ad execs gathered for the 4A’s Transformation Confab in San Francisco today that surviving in the digital age means constantly reevaluating strategies for success.
She also charted “4E’s” — Engagement, Enthusiasm, Empathy and Energy — needed to tap into the zeitgeist of the digital era that’s transforming the content business.
“This is the era of engagement,” Ms. Huffington said.
I don’t refute her claim (that’s for Bob Hoffman to do), but I do think every era is the era of engagement. Our tools are evolving rapidly, but the desire to connect with an audience is at least as old as ancient Greece and probably much older than that.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.