• by December 7, 2007

Hey! All true. My experience is everyone talks "Integration" and "Platform Agnostic" creative until the client leaves the room and then it's back the "The 30? and what else they can wrap around it to make it look multi-dimensional. That sort of thinking needs to go.

One disagreement however, as it's the rare agency that will tell their client to pull budget from their dearest 30 second money maker. I believe the onus is on the new breed of Brand Marketers to demand new thinking, take the reins and push and threaten their agencies into the new media world. As with every new webisode, game or other production we create, there is always a traditional agency telling his client to go the other way -- and a brave brand marketer holding them at bay. These agencies need to stop the madness! Digital is here, dudes.Consumers demand what they want, when and how they want it. It's our job to give it to them.