And it’s not because we’re the sensitive artist types. It’s because interactive can no longer play a me-too role in your communications plan. The technology connecting people to the world is now simply too pervasive.

Pervasive isn’t a bad thing, mind you. Just think of all the possibilities available to build your brand: viral campaigns, text ads, customized apps, search engine marketing and optimization.

Amidst all that’s emerging, the best of the best interactive is born out of core branding principles and grounded in strategy. No matter what we’re creating—a simple online banner or an entire web presence—it’s your brand that trumps the technical flash and wizardry every time.

Of course this takes the skill of people who know every code, widget, and quirky social network site moniker. It also takes an interactive approach to interactive, meaning that creative, PR, account teams, et al get involved as we render brand essences in a variety of digital formats.

Miller Brooks is up on the latest.

And leading our clients to what’s next.