We are now both creators and curators of ideas and content. The key to good content is knowing when to talk to the consumer and when not to. The best idea’s are fluid and not only spark imagination, but participation. The days of simply being storytellers are over. These stories have moved on from being complete neat packages, and 30-second television commercials are no longer enough. We aim to create content that consumers can relate to, but mostly that allows them to join in and contribute. It’s become more of a two-way conversation. It’s because of this (new organic nature of idea’s) that we are able to do wonderful.