Fragmentation has become a dirty word for brands and publishers as the media ecosystem grows in scale and diversity. The advertising industry and its media sibling have always been more comfortable in the past: 10 years-ago when the internet was simpler, 20-years ago and TV reigned supreme, 100 years ago and they still used paint – those were the days.

Media today is more diverse and more interesting than ever. Indeed, at the WARC Media Awards event (London, February 2018), the definition of media covered everything from minute-long cinema spots to the wrapper of a Wrigleys chewing gum. With some of these channels, "new media was actually new media", said Alison Hoad, Chief Strategy Officer of BBH London and a judge on the Effective Use of Channel Integration category of WARC's multi-stream awards.

Many of this year's entries and winners broke some of the emerging rules of media use. Some of the best not only went against the 7-second online ad rule, but began to manipulate the distinction between media and creative. With the best entries, "you just couldn't tell", admitted Clare Peters, Head of Planning at Manning Gottlieb OMD, and a Channel Integration judge this year.

Tech needs a guiding mission