When Evan Schechtman was 8 years old, he connected his computer to the TV, even though his dad told him he couldn't do that.

Joey Reiman, founder and CEO of BrightHouse, is a refugee from Madison Avenue who worked at traditional ad agencies for most of his career.

Night Agency excels at coming up with unique viral video ideas for such clients as Symantec, MTV2, VH1, Maxim and Blender magazines, and Johnson & Johnson.

The Viral Factory, based in London, is a devout worshipper of the Web, creating, producing, and seeding viral videos for Internet consumption.

"To succeed at Naked Communications, we often say you've got to be an inventor - it's got to be part of your DNA. You've got to want to do things in unique ways," says Paul Woolmington, who, along with M.T. Carney, cofounded the New York outpost of the international communications strategy firm nearly a year ago.

Clients who visit Renegade Marketing Group, housed in an industrial-chic suite above Manhattan's tony Chelsea Market, aren't looking for 30-second TV spots.

"What you want/How you want/When you want/Every time you want it/That's a good idea" - Otis Redding, "That's a Good Idea" Redding might have been crooning to an amorous girlfriend, but his lyrics resonate for marketers everywhere trying to keep up with empowered consumers in an increasingly fragmented market. Indeed, consumers are turning the advertising world on its head.

"Just let go!" As advertising catchphrases go, I doubt it will ever replace "Just Do It," but I imagine that's exactly what Procter & Gamble chief A.G. Lafley was hoping would happen when he issued version 2.0 of the packaged goods marketer's rallying cry last month during the Association of National Advertisers' annual conference.