170 The Four Cs of the advertisers is therefore clear: to make adverts that focus attention on the brand message rather than on the means of its communication. The great trap to be avoided in television advertising is contro- versy. There is sometimes a tendency to think that a controversial advert must lead to more conversations. But this is not necessarily the case. Of course, if the advert's story is well-framed and recogn- izable, controversy may act as an additional stimulus. However, controversial adverts without a clear storyline lead to fewer con- versations. Moreover, most of these conversations are about the advert and not about the brand. This is therefore self-defeating. We want to emphasize that the Conversation Company still be- lieves in the power of advertising in the mass media. Adverts fit perfectly into a content strategy. But the condition must be that the advertising is conversation-worthy and that it matches the culture of your company. The difference with traditional marketing is that these campaign are not central, they are not the main focus of your activities. They are just a part of a much broader strategy focused