• by Staff Writers , September 19, 2008

Brands as a service tops brands as a product, says Nigel Morris, worldwide CEO at Isobar. "The real holygrail is to understand what people do and when they do it, understanding the heart of the consumer as well as the rational side." Create communication that people actually want to spend time with, he urges in "The New Madison Avenue" session here at OMMA NY.

He's got a great visual showing how paid for media is a pretty straight line, brand media gets a little fuzzier and social media just blossoms across the screen.