As the marketing world shifts from a century of overt one-way messaging to a new-world order of two-way dialogue, we leave the age of persuasion and enter the era of influence.

The first 50 years of modern advertising was based on hard-sell. The next 50 years was persuasion through creativity and media tonnage. But as advertising squeezed into the 21 century, it was forced to shed its elbowing ways and become a delicate dialogue. The goal is no longer to triumph by weight, but to win by influence.

Welcome to Under the Influence. An exploration of that critical shift.