Perhaps the best and most subversive example of where new advertising is going comes from Radiohead. Last year, the band distributed its latest album "In Rainbows" online -- without backing from a major record company -- allowing fans to pay whatever they wanted to download the album. Then last week, the band offered fans and aspiring producers the chance to remix one of the songs, "Nude", from their latest album. The band also launched its own social networking site, W.A.S.T.E. Central. On the site, fans can communicate with each other, see videos and photos and follow the Radiohead tour.

Those of us who work at digital agencies need to remind one another that our world is called "interactive."  As such, we can provide opportunities for consumers to interact with their favorite brands within every campaign we design. Enticing and not just inviting that interactivity has to be an essential part of everything we do.