Commentary

It's an Open Source World

A new open sourcing model has emerged because marketers need to hit their ROI and beat their competitors and to openly pursue as many logical partnerships as possible, said John Partilla of Time Warner before introducing Babs Rangaiah from Unilever.

For agencies, it means they may be the main partner, but they will not be the only partner.

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About the Author

Laurie Petersen is a writer, editor, content strategist and event organizer based in Hoboken, NJ. She is a former executive editor of MediaPost and ADWEEK's Marketing Week.

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