Too often We all still hear the same on-going discussion around the planning table; how much spend can we afford to reduce from TV or other mediums to plug into doing more in digital? Despite the forward moves we’ve made in recognizing that digitization has created a valuable new way to communicate that is more than just owning a Facebook account, we are still caught up in a discussion that focuses on how much more we should invest behind digital over other channels, when we should be asking ‘how are my consumers making their purchase decisions today?’ The Old Communications Model - We All Used to Love… People at agency desk were always trained to create a communications a plan that focused on big mediums first (TV, Print, Outdoor, Radio), supported by WOM (Word of Mouth) drivers (PR, Direct Mail, Events, Influencers), wrapped around in-store mechanics (promotions, giveaways, sampling) and then topped with whatever was left, if any at all (digital). This built an incredibly