There was a time when advertising was comprised of three distinct media: print, broadcast and outdoor. Indeed we are adept in all of these. However, we’ve also come to embrace new, non-traditional ways of getting attention - and not just because we have a subscription to WIRED and several staff members born after 1985. In fact, rarely do we launch a campaign these days that doesn’t include one, more or all of the following: advertising for websites, social marketing and the rather subversive-sounding "guerilla" advertising. Even though the way the message is conveyed has changed, how it gets noticed hasn't. That is to say, great ideas are always paramount.