Emotional Logic
No matter what medium I am working in, I approach every job the same way - I use empathy to put myself in the shoes of the target audience, and then I creatively explore ideas based on the emotional impact I want the communication to have on that particular person. 

By having a better understanding of the emotional motivations of a demographic I have a better chance of creating an idea that resonates with the right group of people.

And by "idea" I mean creating a thought provoking message, that also leverages the unique aspects of a particular advertising platform to inspire change in the direction of my choice.

By using this approach I ensure that my clients always get maximum value from each dollar spent.