One way of planning for a strategic approach to content would be to consider each of the four quadrants of our matrix. 1. Magnetic Content How many times have clients in the last few years said at the end of a brief, “…and please will you make it viral.” That’s not something we like to hear. Not only do we mistrust “virality” itself – Ogilvy & Mather’s own video practice has officially banned the word from all internal discussions – but the degree to which a piece of content is magnetic or not is often difficult to plan for or predict. And our understanding of the root causes – what makes for the magnetism – is only recently developing. The magnetism of a piece of content is linked to arousal. Arousal is a state of heightened emotion, drawing people to share information or material. In short, it is what guides our fingers to the share icon. The apogee of experience design – so far at least – may be The Museum of Feelings. Glade transformed more than 5,000 square feet (465 square metres) of Manhattan space into an immersive pop-up experience to appeal to its visitors’ senses of sight, sound, touch and