The old model for building campaigns was built on broadcasting a message to as many consumers as possible at once. So it had to be a big, fat, expensive idea to get the attention it needed.
But as consumer behavior changes, we need to focus more on how we build those campaigns.
After all, the message needs to be translatable to multiple channels and specific sub-audiences. That's why SUPERMACHINE's model is based on conversation, focusing on agile ideas adapted to the consumer's context, without compromising on creativity.
But keep in mind... To have a good conversation, you must have something interesting to say.