Consumers have become the medium, not the destination

"In the past we've designed work that treats our consumers as a destination. What we've seen since digital technology has become a force is that our consumer is actually passing on our work and interpreting our work, and sometimes making it worse. Consumers have become the medium. This is an advantage or disadvantage, depending on the work we put in their hands."

-- Leo Premutico, cofounder of creative agency Johannes Leonardo.

via AdAge