AW: Has digital media overtaken creative? LD: In this day and age, you have a fusion of distribution and messaging happening, and where you reach people and the context [in which] you reach people is as important if not more important now than what you say.
AW: Any more you can share about your how your new Twitter deal is structured, and what you’re looking to accomplish? LD: We’re Twitter’s largest partner as it is now. We’ve done tremendous work with them—whether it be Oreo, Coca-Cola, P&G—over the last 18 months. The reason that we entered the strategic partnership with them is [Twitter CEO] Dick [Costolo’s] view of the world, his view of the future, is very aligned with ours. It’s about experiences. It’s about getting consumers and people to participate in brand stories.