When international advertising agency J. Walter Thomson rebadged itself as ‘JWT’ back at the start of last year they launched their newly polished offering with the following statement:

“We passionately believe advertising has a future, but only if we stop interrupting what people are
interested in and be what people are interested in.”

Given how marketing savvy, time conscious, and downright defensive consumers are becoming, it is clearly more important than ever to ensure that consumer communications are perceived as interesting rather than an unwelcome interruption.

Originally published in Professional Fundraising magazine: to read this ad in full download the pdf.