I don't often do this, but today I am forgoing the business of shooting my mouth off in favor of directing you to another blog post that will provide you with a great deal more value.
The post is called 'Engagement': Fashionable Yet Bankrupt on a blog called Canalside View. It is written by Martin Weigel who is Head of Planning at Wieden + Kennedy, Amsterdam.
It is outstanding and I urge you to read it.
Big thanks to Sticko for pointing the piece out in a comment here earlier this week.