The morning panel session at OMMA Global asks the Big Question: "What is an agency?" The take is that the AOR is giving way to a more collaborative approach among agencies as a result of the
increasingly complex media and technology landscape firms have to navigate at breakneck speed. Digitas CEO Colin Kinsella says agencies have to partner with other agencies to carry out integrated
campaigns like the firm's Small Business Saturday initiative for American Express. Does that mean losing some control? Yes. Quoting those noted integration experts, REO Speedwagon, he advises, "Hold
on loosely, but don't let go." In that light, he says Digitas is becoming a "conductor of sorts" rather than a one-stop shop.