f you told Don Draper that campaigns as he knew them would die in his lifetime, he would have fired you. Even today, in 2011, after being hit over the head with consumer empowerment, the ad industry is still reluctant to face a very stark reality: it's no longer the advertiser that controls the message, it's the recipient. The social consumer is so much more multi-dimensional than a seasonal retail push. But don't take my word for it, just ask the Back-to-School advertisers fighting over the .10 percent of ad impressions that actually get clicked.