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Time Bandits    |  May 23, 2007   |  Comments  A friend sent me
a video clip that embodies a lot of what's driving online
marketing. The clip, from Isobar, opens with Sarah Fay, Isobar
president, talking about how consumers use media, setting up a
dialogue in the clip about participative versus intrusive ads.
Isobar's CEO, Nigel Morris, comments that given consumer
attitude on intrusion "we're not planning around consumers,
we're planning through consumers."  Built in the same style as
the Isobar Web site, the clip quickly conveys the essence of
what's going on in marketing: If your message is an intrusion,
it's likely missing the mark. If it's invited, referred,
recommended, or passed along and can be controlled by the
recipient, it's much more likely to do its intended job.  Top-
tier shops have always understood the connection between getting
attention and providing something in return. At GSD&M, top tier
by any definition, it was called the "un