• by Gavin O'Malley , Staff Writer @mp_gavin, October 2, 2012

Surrender or die! That's the message from agency heads at OMMA Global's morning panel, "After Radical Digital Change, What Is An Agency?" “You can’t do it alone,” according to Colin Kinsella, CEO of Digitas North America. To “really win,” he says, agencies have to collaborate, which requires surrendering some degree of control, and, often times, the end result of your work. Quoting American rock band 38 Special, Kinsella recommends: “Hang on loosely, but don’t let go.”

Reuben Steiger, Principal at Method, loves the idea. “I was always a little bit kinky,” he says. “I always liked collaboration … Once you’ve achieved mastery in your field, you don’t care about letting go.”