In the interactive era, just raising the initial profile of a brand using a campaign just doesn’t cut the mustard anymore, according to media agency Havas’ global strategy director Rori DuBoff.

“I don’t think we have a single client who says, ‘I am happy if you just get awareness’,” she tells Beet.TV.

So she is building “campaigns that go from awareness and move right in to engagement as quick as possible … some trigger respond to a campaign.

“You can’t put media out there anymore unless you enable people to respond … everything is becoming touchable, interactive, that’s where we’re moving.

DuBoff was a panelist at the recent Beet.TV summit on branded content, interviewed by Furious Minds CEO Ashley J. SwartzYou can find additional videos from the event here.