Spoon is a content agency with a very simple core philosophy Ð we want our clients'_ target audience to like everything we do. That might sound a bit trite, but we think itÕs an approach thatÕs too often absent in the world of communication. Ad fatigue is a challenge. People donÕt want to be interrupted by a commercial that doesnÕt interest them in the middle of a Sunday night movie. People donÕt want a newsletter in their inbox thatÕs irrelevant. People donÕt want to read customer magazines or internal newsletters that only communicate the senderÕs perspective. ThatÕs why we at Spoon decided to be different. Just like other agencies we are extremely interested in our clients'_ business and their strategic objectives. But thatÕs only one side of the coin. The flipside is that everything we do must always be measured against a very basic question: is this something our target audience wants? If the answer is no, then together with our clients we choose a different path. Why is this approach so important? Because we believe that consumers are going to be loyal to the brands that respect their time and their interests. The companies that seriously understand that communication now takes place on consumersÕ terms Ð or not at all Ð will be tomorrow's winners. The same principle applies to internal communication. Employees will be loyal to an employer thatÕs able to engage them in the key issues facing the company and that develops its corporate communications to do just that. We here at Spoon have been talking about Content Marketing since long before it became a buzzword among marketing managers and communication directors. For us the term means that we help our clients create groundbreaking editorial content that builds brands and drives sales, while is at the same time appreciated by audiences. We believe that the future belongs to brands that truly are able to make content that people actually want.