Work put out by agencies today operates much differently from the work of yesterday. That means a new formula needs to be followed. Edward Boches puts it this way.
The ideal formula:
1. Do something
2. Invite participation that generates content
3. Document the event
4. Make the content shareable
5. Call attention to it with advertising
- Edward Boches. From an article he published on Medium called A challenging topic inspires award winning advertising.
He's talking about a campaign created by Droga5 for Prudential. Here is the case study.