• by Wayne Friedman , Staff Writer, July 18, 2011

"It removes the busy work, so they can think," says Dave Marsey, senior vp of media for Digitas, speaking at OMMA Ad Nets. For example, a junior staffer can be trained for they don't have to worry about billing.

Marsey say this can lower fees in some areas for clients. He adds that media planners can then turn into channel managers who can create communities that drive earned media -- and be more strategic.