I agree with adjab. Just because it's not television, or print advertising, or radio (is that still around?) doesn't mean it's new. Or that it's buzz.
We're as happy as anyone to see radio and television budgets crushed. And lets all spend wads of cash on interactive campaigns. But internet advertising is far from new. And a good brand campaign is media agnostic. Articles like the MediaPost piece need to let go of the whole "new" thing.
So ask your agency for a branding campaign. Not a buzz campaign.
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