• by Joe Mandese  @mp_joemandese, October 2, 2012

That’s what Madison Avenue vet turned Co: Collective collaborator Ty Montague said when asked by OMMA “What Is An Agency” panel moderator and 4As chief Nancy Hill to answer the question.

“I think what an agency is today is up for grabs,” Montague said, echoing the underlying theme behind the panel, which was comprised of people like Montague, John Winsor (Victors & Spoils), Reuben Steiger (Method) and Colleen de Courcy (Socialite), all of which most likely defy definition.

Turning to the fifth panelist, Digitas’ Colin Kinsella, Hill noted, “Digitas is probably the most traditional agency on this panel.”

Kinsella smiled, but answered by implying that Digitas also is in some sort of flux, referring to it as “an idea agency” whose goals are to “move people in new ways…” “We try to affect their behavior.”

Fundamentally, he said, contemporary agencies are “a conductor, of sorts.”