Tom Fishburne in this post about going digital:
Should campaigns be media-driven or idea-driven?
Lately, it feels like the media tail is wagging the campaign dog. Many campaigns are built around a media platform, as if the media platform alone was the big idea.
It's a great question and one that frankly I'm amazed that marketers still ask themselves. Or worse, their agencies. I think Tom is spot on and I urge you to go read his post. The cartoon is just way too funny. I can see this happening in boardrooms all over the place.