More than half of the people in this room will find an excuse not to apply what they’re learning to their own brands.

It’s the way of the world. Leo Burnett flogs its Wildfire movement and its partnership with Contagious in every show. I’ve listened to this presentation or variations of it around three or four times. I’ve tried to sell engagement and interaction ideas as a priority before regular tv-driven campaigns, with a zero batting average so far. And always because ‘we’re not ready.’ When will we ever be ready?