A lot of things have happened during the past few years. New media have become far more than just toys for nerds; they now have an impact on everybody's life to a greater extent than ever before - from the cell phone in your pocket and industries fighting to survive down to your old high-school friend you block on Facebook to prevent him from bothering you every time you're online. We're currently experiencing a time of change - a change during which a whole generation is evolving; this generation is growing up with an entirely new media behavior. It can't imagine a world without new media. Now, also, the marketing industry must adapt, since you can hardly reach this generation using means and methods from the past. This book helps traditional advertising and marketing people master the step into the digital era, providing tools to create campaigns that reach the people of today. It was not written by a CMO giving expensive seminars and presenting big theories with no solutions, but by a creative team dealing with and living the changes in media every day. The team, Innovative Thunder, specializes in innovative marketing and has gathered experience by working with three of the world's leading marketing agencies - Jung von Matt, Crispin Porter + Bogusky, as well as currently, R/GA, New York.