The Medium, The Message
The message is the message. The medium isn't. (By definition, it's in the middle.)
Media is the conduit between your message and your market, nothing more. We've immediately taken to most "new media" when they really were new (i.e. interactive TV in the 80's, and web in the mid-90's). Now we're working on
But we feel strongly that media are means, not ends. We won't sell you a web site if a postcard will do, or talk you into Flash video just because we know how!
Some companies carry 2 or 3 tools and, no matter what, will hammer away at your problem with one of those tools. Not us. Listening to and clarifying your business objectives -- then furthering them through smart, targeted creative media -- is our goal, whatever the product, the message, or point of customer contact.
When a new medium emerges, ooohs and aaaahs must quickly give way to "AHA!", as it's leveraged intelligently and appropriately for its unique power and purpose. (In other words, after the sizzle, there's still gotta be some quality steak in your message.)