That sounds pretty lofty, doesn’t it? Especially coming from an ad agency. But bear with us for just a moment.

We know there’s all kinds of sexy new technologies and media channels out there and the whole world has gone social. Everybody wants to jump on the techno-bandwagon and really, can you blame them?

But we don’t just jump on the latest new technology or the latest new gadget for the sake of being cutting edge.

Instead, we ask ourselves a few simple, yet honest questions.

What are we trying to accomplish? Will it make a difference to our client’s business? Will a viewer say, “Well those 30 seconds didn’t suck” or “Hey, I want to get involved with that project”? Will it inspire people to act in some way? Click a mouse? Try on a new pair of pants? Post a review? Or just maybe, start a movement?

In short, is it worth the effort?

Because if it won’t make a difference, then it’s probably not worth doing.