A new communication channel is born every day and we can’t predict what tomorrow may bring. What we do know is that the most important part of any communication is finding the central idea for your brand. According to the Octopus Principle, your brand story should be right at the head of the mollusc.

As cross-channel thinkers, we work hard to get that right, then it’s just a matter of choosing the right arm or combination of arms to unfurl and share that story. Touch people where and how they need to be touched.

As communication channels split, divide, mutate and transform, unexpected and potentially game-changing possibilities will arise. We tend not to dictate or predict the tentacle, rather we ask ourselves: have we got the right head on your octopus?