Fallon

Today, outsmarting means brands aren’t only owned by marketers who architect their every move. They’re co-owned with consumers, this means that we create big juicy ideas that can travel across the sea of emerging media to engage and inspire.

Outsmarting means an ad is anything a brand does. Whether it’s 60 seconds, 6 seconds, 6 characters or some other thing that doesn’t fit squarely in any size or shape.