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.
