So, I was doing the pre-jurying for OC and one thing that struck me was that most teams had cleverly integrated an online dimension in the campaign. There is also a definite push for more research to be integrated in the preparation but it seems to be done matter of factly as if people were trying to prove that they had heard of research (most research presented came to the conclusion that the brief was correct :-).
I had fun
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.