A geezer called John King, "director of brand innovation" for Fallon, reckons that "brands have evolved past the baseline of trust and awareness; now they must learn how to give."
If you want to read the whole schtick, it's in this article, for AdAge.
I couldn't make it right to the end, due to the fact that my attention-span is shot to shit nowadays, but I did like this bit:
A planner friend of mine had this great line about a year ago: "I'm so over messages," she said. Aren't we all; aren't we all.