If anyone had told us that someday we’d be scouring the highway, keeping an eye out for our clients’ aerodynamic devices on trucks, or looking for cool, antique license plates on cars, we’d have said……
Of course. 
We’ve always been deeply involved with, and curious about, our clients’ products and their competitors. Whether it was eating Wheaties, checking out Wrigley competitors, applying Maybelline mascara, or baking Betty Crocker cakes, our agency days have been filled with immersion in our clients’ worlds.
But in our earlier agency careers, the world was very different: multimillion dollar budgets spent to reach consumers, largely in television, radio and print.
Today, it’s a different planet. The range of products, services, and target audiences we now work with is mind-boggling, the number of marketing techniques we use is ever-evolving. Each time we think we’ve mastered a strategy that is effective for a client – lead identification and qualification through database building and electronic email, for example, or SEM targeting, or new ways to use video in social media— a new twist emerges that might help take our clients’ objectives a little bit further.
But the basics remain the same: learn our clients’ business, get to know their customers, make sure we’re communicating to all the pertinent segments with the right messages, creative and media. So if we’re counting SmartTruck undertray systems on I-94, or spotting licenses for Great American Plates on I-95 (from the passenger seats, of course), you’ll know we’re just working!