The work of creating Business-to-Consumer communications is as challenging as it is enjoyable. The fundamental task of developing a message that is relevant, on target and salient has not changed since the early days of the industry. Understanding and knowing how to leverage the emotional relationship that consumers form with brands is as important today as it ever was. What has changed dramatically, and continues to evolve seemingly every day, is the shear multitude of ways that today's consumer consumes communications.

Fifteen years ago or so, the dawning of the internet changed everything. Not overnight perhaps, but surely and steadily. Today, social media, in particular, the phenominal explosion of facebook as a unifying global communications platform, presents as many challenges as opportunities and has become a robust discipline in and of itself. Simply put, consumers are more elusive and have more choices than ever. Deciding which media to leverage and developing appropriate messages for each media that address where the consumer is in the buying cycle makes the business of developing B2C advertising as exciting as it has ever been.