FastCompany Magazine

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"Good advertisements don’t try to distort the actual author of the message. Yes, we live in an age where Chipotle deliberately hacked its own Twitter account but this is just the means to an end. Those making advertisements will do all they can to entertain you or draw you into a story or idea, but the buildup is to a message that is unequivocally signed by the brand. That’s the association they’re paying millions of dollars to cement. These kinds of advertisements can be integrated natively into publishers’ websites, but they won’t look like their articles. They will look like something else.”

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