Consumers are no longer passive creatures, liable to be found slumped like couch potatoes in front of the TV or discovered half asleep under a newspaper. They are interactive multitaskers who determine the outcome of TV programmes by texting, contribute to debates on radio shows by emailing, report the news with their camera phones and create blogs to wax lyrical to the world.

At Play, we believe that the challenge for today’s brands is not so much what they should say but rather what they should invite consumers to do. In a cluttered media environment where low attention spans are the norm, interactive ideas are a powerful currency.

As yesterday’s viewers, readers and listeners become today’s users, authors and contributors, treating consumers as collaborators is the key. At Play, we develop innovative campaigns that help brands engage consumers across media including the Internet, Mobile, iTV and Outdoor.

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