Re-invented advertising builds trust at each touchpoint because the more times a brand and a customer engage before purchase, the more likely the customer is to remain loyal.
An advert is the start of a relationship, not the start of a transaction, and should simply point an audience to something genuinely useful or entertaining. The majority of times, this useful or entertaining property will reside on the web.
We build trust and develop relationships by encouraging users to chase content threads across different media. Sales are a very welcome byproduct.
Jim Boulton, UK deputy managing director, Story Worldwide