Nice spot - Like the piece about 'whatever the channel it's about leveraging the human motivation'. Think a lot of campaigns are PR/marketing for the sake of it without looking at why a consumer would be interested, why they'd engage and how can you maximise that engagement.
Interesting that Fallon thinks that production has become commoditised. I couldn't disagree more. Of course strategy is hugely important but the quality execution of a digital campaign is absolutely vital to its success. Finding talented digital production staff who can pull of a project to an acceptable professional standard is very difficult. Designers and developers have been the lifeblood of the web/digital industry and are still its greatest innovators.
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