As we move deeper into the 21st century, our increasingly commercial society is finding it harder and harder to market itself successfully. Instead, the pervasive and unrelenting advertising messages that turn up literally everywhere—in front of urinals, projected onto buildings, stenciled on sidewalks—merely create more clutter and disinterest. Or worse. Direct marketing, though, has long focused on talking to the right people at the right time. Actually finding people who might have a predilection towards buying a particular product or service based on their current situation and needs, and offering a solution at the time they need it. Surprisingly, this is nothing new. What is new (in fact, almost embryonic) and offers enormous potential, is using our developing digital society and the technology that supports it to find better ways of finding the "right people" at the "right time." My goal is to create ads that are not only extremely well targeted, but go a step further. To give something of value to the consumer, whether it be useful information or outright entertainment. The combination of these two advertising philosophies will increasingly become the only way to create compelling and appropriate communications that will be heard—and heeded—over the gray drone of marketing we all hear every day.

I want to thrill people with my ads, not annoy them.