Regardless of whether you promote online or offline, we approach all channels with the same rigour. Is it right for the audience? Is it the correct way to deliver the message? Can the creative help achieve stand-out and engagement? Is the data around the campaign helping us or hindering (sometimes it can)? And ultimately will it give the right ROI? These are just some of the questions we ask when creating campaigns. It’s also a case that one thing is never a silver bullet and requires a cross-platform approach along with testing.