• by Karl Greenberg , Staff Writer, September 19, 2008

"We have to get away from campaign-based thinking and into continuous communication. Away from outputs to what really happens, and from controlled communciation to organic conversation because the consumer owns the interface," says Nigel Morris of Isobar.

"People spend countless amounts of time and energy how to integrate on horizontal basis. we have to think about how to integrate on vertical basis," he says.

"It fundamentally means different way of planning.  Most agencies are still stuck with old planning models.  How many agencies still plan around campaigns? They need to be stimulated into continuous communication.  There's an enormous set of challenges, but I think there is a real opportunity out there. the whole business environment, the whole way brands communicate with consumers is going to be through media.  We can move to 4.0 media world, a global transactional, sustainable model."