"Think of a website or online ad campaign as a book," says David Rossiter, creative director of Enlighten. "If you were writing that book, you wouldn't jump directly to the ending (or in marketing terms, your ultimate objective). You would progress through the chapters one by one and dutifully craft a procedure for how to take the reader there." Follow the example we dun "The Egg and I." Get the full story here.
The Tale Of A Mega-Brand
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