> [!info]- meta > **Source**: [Original URL](https://www.linkedin.com/posts/joeathome_every-client-seems-to-want-platform-ideas-activity-7422605375444512768-Z0L7) > **Author**: [[Joe Burns]] > **Full Title**: Joe Burns’ Post > **Category**: #articles > > **Summary**: Clients want flexible platform ideas that work across many channels and moments. Traditional TV campaigns are outdated and can't keep up with today's fragmented media. Agencies must rethink roles to focus on fast, system-based creativity that blends strategy and execution. > ## 🔦 Highlights & Commentary - Who activates those ideas? Well, that’s the other thing with fragmentation, you want people who intuitively understand the channels they are operating in to be doing that. ([View Highlight](https://read.readwise.io/read/01kg65k50z8f5b69fj47af862z))