My multi-agency life has transformed me into a mutant, hybrid creative -- TV, print, radio, OOH, guerilla, ARGs and now digital. One thing has become abundantly clear - storytelling is storytelling. We just have way cooler tools and outlets to tell them in more meaningful, more relevant ways. Gone are the days where brands talk "at" people - brands can now talk "with" people. A good idea doesn't flow in any prescribed direction. A good idea doesn't need to be coerced into integration. A good story idea will often choose the medium for you - and create new ones you may have never thought of. Craft. Fragment. Participate. Repeat.