Traditional media, like print and outdoor is still useful. I've done my share. But I've always felt that paid media could be turned into earned media.
Could I get people engaged with the message beyond the message? For example, gamifying how many 5 bar images you can count in the AT&T campaign or selling a funny looking cookie jar in the C&H ad, you should always be think beyond the message.
![](https://cdn.myportfolio.com/64cd3464-075d-47d4-97a1-86bd830ce631/046ccf5e-ee7b-4fa2-b4b3-62f853f54c8a_rw_3840.jpg?h=494c74105dcf59122a2b17c84c7af621)
Curate everything. Look for every opportunity to create content. Everything is a story. Create some from the traditional media that you're making.
Be contextual in your messaging. For example, could you get people to see a billboard that weren't even driving by the billboard? Why not?