Specialists say that "Brand activation" is not just a theory; it is a natural step in the evolution of brands. Advertising agencies worldwide have been taking up this catchy phrase which seems to be similar to "360 degree communication" and the now recent addition of "The Last Mile" of communication.

What's it all about? Every agency has a different take on it. Ogilvy are the latest to announce it, so read here to find out what they mean!