We definitely do have to think outside the box. The box currently is much different from what it was even 10 years ago. The path to purchase is no longer a straight line when people would find a brochure and buy. It is now a circular path to purchase, where at every point someone can hijack or get in between you and your client. Really, it's about a digital world, a mobile world. It's about making sure that our content as Canadians is out in the world and that we tell our stories.
On October 20th, 2014. See this statement in context.