There’s an interesting interview over on Adland with Chris Hunter, the creative director of Draft who are known for their great creative work. What’s interesting is the questions posed by Ask (dabitch) – which reflect the concerns modern marketers have on the use of the medium over a relevant idea.

dabitch: Personally, I have this nagging fear that when all the usual suspects of ambient channels start getting worn out – say street stencilling for example – it will just become another blip on the media landscape that the people ignore. So I get really peeved when ambient medias seem to be used just for the medias sake, rather than for it being the best place to communicate that idea. Somewhere I think ideas actually need to be stronger in ambient media channels than anywhere else, as not to tick people off.

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