Old definitions like “above the line” and “below the line” simply don’t apply to the strategies and programs we develop and execute for our clients. Nor do we believe that the smartest approach is to always surround a target or execute an idea in a 360-degree fashion. Intimate knowledge of target audiences, understanding the power of an idea and then determining what activities, in which channels and in what sequence, are the elements that yield the right results for each audience. We use the Connections Wheel as our road map to plot all the touch points that can communicate a brand’s reputation, relationship or identity. Building on Disruption, we use Connections Planning to help inform and inspire creative thinking that amplifies, leverages and connects big ideas.