• Adweek, Tuesday, August 12, 2008 9:15 AM

As traditional media planning gives way to connections planning, there are many things agencies can do for brands to make them "whole", writes David Hattenbach, global strategic director at DraftFCB.

What are some of these new branding abilities? Thanks to the Internet, we can now create more complex communication strategies and narrowcast to multiple target audiences at once. Also, media can now "define who we are through actions rather than just words."

Thirdly, today we can easily give our fans elevated access to the brand via privileged information, special offers and VIP status, turning users into advocates, he says. The rewards for these efforts are better products and services and more credibility and satisfaction for the brand.

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