Great advertising makes things happen; it creates awareness, it builds consideration, it drives sales. Great advertising is active. As we approach every workday (and many hours when we are ostensibly off), the best way to insure our advertising crackles with the power and energy of truly great advertising is to insure it does something.

That’s why our Element 79 advertising mission is to Incite Interaction.

First, it must incite. Not merely ‘cause’ or ‘suggest,’ but INCITE. To incite requires the passion of a zealot, the focused energy and purpose of a committed revolutionary. To incite is to provoke, to inflame, to rouse and spur, to stir up, stimulate, and push.

Of course, it’s not enough merely to incite. Shouting ‘Fire’ in a crowded theater will incite, but it won’t be constructive. Given all the startling advances in the way we communicate today, our very notion of an advertising message must evolve from pushing out a message to creating an INTERACTION. Interactions work two ways, they give and take, call and respond, act and react. Like great advertising, Interaction is active. And ongoing. It is fundamental to the best digital programs, yet it also applies to print, radio and TV. At it’s simplest form, Interaction can be pure Engagement…capturing the hearts and imaginations of consumers and inspiring them to pass along our messages, to tell their friends about the delightful or surprising things they learn about our clients’ products.