A lot is possible right now. It is a genuinely exciting time to be doing what we are doing.
There are no winning formulas, no givens, no lines that cannot or should not be crossed. We are all rethinking because we want to and we have to.
The winners in the next few years won't be the bystanders - they'll be the entrepreneurs in companies big and small who seize on the chance to behave in new ways.
However, in the rush to embrace the new, it is essential that we don't throw away what is good about the now. This brings me to the current work for Kingsmill.
Kingsmill 'Confessions' was first brought to my attention by an email from one of our digital producers that was doing the rounds. Come on, who's going to own up to this?
You know the one - it's the campaign that features members of the public telling their sandwich stories, and goes on to issue an open invitation to all of us to take part and contribute our own confessions.
It's bread marketing given a 2.0 makeover you might say.
So what can we learn from it? The lesson I draw is that just because you can, doesn't mean you should. Doing something user-generated might be hot right now, but the trouble is it can soon become formulaic.
Anyone who wants to have a chat with a loaf of bread is one sandwich short of a picnic, if you ask me. All brands want to engage with consumers but, as consumers, do we want to have those conversations?
This campaign feels a little shoe-horned, a little copycat, a little 'let's do a Dove' in the bread aisle.
I'm afraid to say that the truth is nobody has a sandwich-based confession. Bread is not a passion product, it's a commodity. It lives in the background.
Putting it on a pedestal that it doesn't deserve is an invitation to 'abuser-generated' content. If you don't believe me, see for yourself in the comments attached to 'Jodie's Kingsmill confession' on YouTube.
However, the real irony is that, in its rush to jump on the crowdsourcing bandwagon, Kingsmill has left behind its insight.
Over the past few years Kingsmill has felt like a brand that made a real connection to us, creating a warm and optimistic presence during the ad breaks. It might have done this in a traditional broadcast way but it did it with an emotion and insight that was genuine.
So if this Kingsmill campaign tells us one thing above all else, I am tempt-ed to say that it is a good reminder that, although the times require more agile, inventive tactics, these must never be applied without building on the marketing know-how we've all spent our careers building up.